The Analysis of integrated marketing communication towards consumer buying decision at Sinar Mas land : case study of the icon residential in BSD City
The Jakarta area is currently in high demand for property. The Increasing population means the demand for housing has increased. This situation has created an opportunity for developers. Developers should have a strategy to response to this opportunity. The purpose of this research is to analysis a developer company named PT. Sinar Mas Land which owns a township in BSD City. The main purpose is to analysis the correlation between integrated marketing communications strategy and consumer buying decisions. This research also identifies the post-purchase actions of the consumer. This research will focus on the Icon residential in BSD City. The data is taken from primary and secondary sources. The primary data is obtained from questionnaires that are distributed to 100 respondents. The respondents are the consumer that bought a house in the Icon residential since 2009 in BSD City. SEM and SPSS are used to calculate and analyze the data from the questionnaires. The conclusion states that Integrated marketing Communication has a significant influence on consumer buying decision.
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