PENGARUH EVENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN RUMAH (STUDI KASUS: PERUMAHAN WONOWARU RESIDENCE MALANG)
DOI:
https://doi.org/10.32815/jpro.v6i2.2813Keywords:
Event Marketing, Citra Merek, Keputusan Pembelian, Properti, PLS-SEMAbstract
Penelitian ini menguji pengaruh event marketing dan brand image terhadap keputusan pembelian rumah di Perumahan Wonowaru Residence Malang. Dengan pendekatan kuantitatif dan analisis PLS-SEM pada data 105 konsumen, hasil menunjukkan kedua faktor berpengaruh signifikan. Brand image (β = 0,521, p < 0,01) memiliki pengaruh lebih kuat daripada event marketing (β = 0,327, p < 0,05), secara bersama menjelaskan 68,2% variasi keputusan pembelian. Temuan menyarankan developer mengintegrasikan kedua strategi, menggunakan event untuk memperkuat brand image guna mendorong penjualan di pasar properti yang kompetitif.
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