Marketing Strategy During The Covid-19 Pandemic and Its Influence on The Purchase Decision of Subsidized Housing In Maros Regency: Mixed-Method Approach
Abstract
This study aims to analyze the marketing strategy of subsidized housing during the covid-19 pandemic and its effect on purchasing decisions. The research phase begins with a qualitative approach to formulating hypotheses through a mixed-method approach with sequential exploratory design. In this stage, data we collect data from interviews with subsidized housing developers in Maros Regency, South Sulawesi. The final result of the qualitative stage is to develop a hypothesis that service quality (servqual) and word of mouth (wom) affect the purchase decision. Furthermore, we collected data from 132 low-income communities (MBR) and bought subsidized houses in Maros Regency with a quantitative approach. With the analysis of Structural Equation Modeling (SEM) using AMOS 23, the results of this study indicate that servqual has a positive and significant effect on WOM and purchase decisions. Likewise, the influence of WOM on purchase decisions is positive and significant. The results of the analysis also show that WOM is a variable that is able to mediate the relationship between servqual and purchase decisions.
Kata Kunci: service quality, word of mouth, purchase decision, subsidized housing
Full Text:
Download PDFReferences
Agarwal, G., Habing, K., Pirrie, M., Angeles, R., Marzanek, F., & Parascandalo, J. (2018). Assessing health literacy among older adults living in subsidized housing: a cross-sectional study. Canadian Journal of Public Health, 109(3), 401–409. https://doi.org/10.17269/s41997-018-0048-3
BPS. (2021). Pertumbuhan Ekonomi Indonesia Triwulan IV-2020. Www.Bps.Go.Id, 13, 12. https://www.bps.go.id/pressrelease/2021/02/05/1811/ekonomi-indonesia-2020-turun-sebesar-2-07-persen--c-to-c-.html
Bramantyo, B., Tyas, W. P., & Argyantoro, A. (2019). Aspek Kualitas Rumah Subsidi Pada Program Rumah Murah Berdasarkan Perspektif Penerima Manfaat (Studi Kasus: Perumahan Subsidi Mutiara Hati Semarang). Jurnal Permukiman, 14(1), 1. https://doi.org/10.31815/jp.2019.14.1-9
Byrne, B. M. (2016). Structural Equation Modeling With AMOS. In Structural Equation Modeling With AMOS. https://doi.org/10.4324/9781315757421
Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 Update Bayesian SEM (7th ed.). Badan Penerbit Universitas Diponegoro.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Housing, D. of M. of P. W. and P. (2020). Keputusan Menteri Pekerjaan Umum dan Perumahan Rakyat Nomor 242/Kpts/M/2020 Tentang Batasan Penghasilan Kelompok Sasaran Kredit/Pembiayaan Pemilikan Rumah Bersubsidi, Besaran Suku Bunga/Marjin Pembiayaan Bersubsidi, Lama Masa Subsidi Dan Jangka Waktu Kred.
Irwanto, A., Rohman, F., & Noermijti. (2013). Analisis Pengaruh Kualitas Produk dan Strategi Harga terhadap Kepuasan Pelanggan, dan Pengaruhnya pada Terbentuknya Word-of-mouth di Perumahan Madani Group Jabodetabek. Jurnal Aplikasi Manajemen.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Kennedy, P. P., Juliana, J., & Suci Aprilliani Utami. (2020). Efektivitas Penyaluran Pembiayaan Kpr Syariah Bersubsidi Pada Pt Bank Btn Syariah Cirebon. Ekspansi: Jurnal Ekonomi, Keuangan, Perbankan Dan Akuntansi, 12(2), 209–223. https://doi.org/10.35313/ekspansi.v12i2.2224
Kotler, P. (2012). Kotler P. Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Educ Int. 2012. Pearson Education International.
Kurniawan, C., Dewi, L. C., Maulatsih, W., & Gunadi, W. (2020). Factors influencing housing purchase decisions of millennial generation in Indonesia. International Journal of Management, 11(4), 350–365. https://doi.org/10.34218/IJM.11.4.2020.035
Leung, M. yung, Famakin, I. O., & Wang, C. (2019). Developing an integrated indoor built environment–quality of life model for the elderly in public and subsidized housing. Engineering, Construction and Architectural Management, 26(7), 1498–1517. https://doi.org/10.1108/ECAM-02-2018-0054
Lin, L., Xian, T., & Xiu-Yueh, L. (2020). A study of the service quality for real estate industry based on the SERVQUAL model (Innovation). CRC Press.
Lipsitz, L. A., Macklin, E. A., Travison, T. G., Manor, B., Gagnon, P., Tsai, T., Aizpurúa, I. I., Lo, O. Y., & Wayne, P. M. (2019). A Cluster Randomized Trial of Tai Chi vs Health Education in Subsidized Housing: The MI-WiSH Study. Journal of the American Geriatrics Society, 67(9), 1812–1819. https://doi.org/10.1111/jgs.15986
Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42–54. https://doi.org/10.1016/j.jairtraman.2015.12.007
Ministry of Public Works and Public Housing. (2019). Apa yang dimaksud dengan KPR Bersubsidi ? KPR Bersubsidi (FLPP, SSB Dan SBUM). http://pembiayaan.pu.go.id/faq/faq/p/5-apa-yang-dimaksud-dengan-kpr-bersubsidi
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability (Switzerland), 11(4), 1–24. https://doi.org/10.3390/su11041113
Patriella, Y. (2020, December). Basuki Targetkan Backlog Rumah Berkurang 50 Persen pada 2024. Bisnis.Com.
PPDPP. (2020). Realisasi Penyaluran Dana FLPP Tahun 2010-2020 (Bulan Berjalan). https://ppdpp.id/realisasi-flpp-per-bank/
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in selangor, malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Ramanthan, U., Win, S., & Wien, A. (2018). A SERVQUAL approach to identifying the influences of service quality on leasing market segment in the German financial sector. Benchmarking: An International Journal.
Saputra, I. A. G., Soewarno, N., & Isnalita. (2019). Faktor-faktor yang memengaruhi keputusan pembelian Generasi Z pada kegiatan bisnis berbasis E-commerce. Journal of Research and Application: Accounting and Management, 4(1). https://doi.org/10.18382/jraam.v4i1.003
Sharma, D. P., Pandey, S. K., & Gupta, A. K. (2021). Prioritising SERVQUAL Dimensions to Improve Trade Show Performance. Event Management. https://doi.org/https://doi.org/10.3727/152599521X16106577965116
Sikumbang. (2021). Grafik Supply Demand. https://sikumbang.ppdpp.id/grafik
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Alfabeta.
Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2012). Word of mouth: Measuring the power of individual messages. European Journal of Marketing, 46(1), 237–257. https://doi.org/10.1108/03090561211189310
Tešić, D. (2020). Measuring dimensions of service quality. Strategic Management, 25(1), 12–20. https://doi.org/10.5937/straman2001012t
Wahyu, S., Geraldine, D., & Nilowardono, S. (2021). The Influence of Brand Image , Service Quality , and Social Media Marketing on Purchase Decision at Restaurant Navy Seals Surabaya. 2(4).
Wandari, S. (2020, May). Pandemi Pengaruhi Minat Masyarakat Beli Rumah Subsidi. Media Indonesia.
Wei, Z., & Chiu, R. L. H. (2018). Livability of subsidized housing estates in marketized socialist China: An institutional interpretation. Cities, 83(December 2017), 108–117. https://doi.org/10.1016/j.cities.2018.06.013
Wijaya, A. (2019). The effects of assortment and utilitarian motive to purchase decision in supercenter. 308(Insyma), 118–121. https://doi.org/10.2991/insyma-19.2019.30
DOI: https://doi.org/10.37531/sejaman.v5i1.1880
Refbacks
- There are currently no refbacks.
