Asral, Asral and Shafrullah, Faris and Indrawati, Leni and Ismail, Solahuddin and Sucherly, Sucherly and Suryana, Popo and Turmudzi, Didi and Affandi, Azhar and Priadana, M. Sidik and Juju, Undang and Kusnan, Kusnan and Hadibrata, Dani (2024) The influence of market strategy and marketing mix on customer value and its implications on home purchase decisions (study on subsidy home buyers in subsidy cluster housing in Bekasi Raya). Migration Letters, 21 (1). pp. 182-194. ISSN 17418984

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Abstract

The background to this research is that there is a phenomenon of increasing population which is not matched by growth in the number of houses for the population. Of course, commercial houses with strategic locations can only be owned by some consumers who have sufficient finances. Another alternative is subsidized housing, which is expected to be able to keep up with the rate of population growth. This research aims to analyze and test the influence of Market Strategy and Marketing Mix variables on Customer Value and the impact on Purchasing Decisions. The research method uses Structural Equation Modeling analysis with a sample of 400. The research findings show that market strategy variables, marketing mix and customer value have a positive and significant influence both directly and indirectly on consumer purchasing decisions to buy subsidized housing.

Item Type:	Article
Uncontrolled Keywords:	Market Strategy, Marketing Mix, Customer Value, Purchase Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	School of Government
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	11 Nov 2026 10:10
Last Modified:	11 Nov 2026 10:10
URI:	https://repo.uum.edu.my/id/eprint/35123

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