THE INFLUENCE OF PROMOTIONAL MIX ON PURCHASE INTENTIONS TOWARD CUSTOMER FOR BUYING MEIKARTA APARTMENT IN CIKARANG CITY, WEST JAVA, INDONESIA

Abstract

Purpose The purposes of this study are to know the effects of promotional mix that making intentions toward customer for buying Meikarta apartment in Cikarang City, West java, Indonesia. Design / Methodology / Approach A question of 31 items was distributed to investors that willing to buy meikarta apartment and collected in digital form use purposive sampling method. Finally the analysis was performed 310 responses with the total of 308 data that met the fundamental criteria and it’s tested by using SPSS 22 for its validity and reliability. Findings Some of the results of multiple regression analysis are not acceptable, which are brand image, social media and price. On the other hand, the other hypotheses are found significantly influence purchase intention which are website, advertising, direct market and service attribute. Originality / Value Authors believe that this is the first study that discusses about promotional mix that affecting Meikarta’s apartment sales in Cikarang. Furthermore, this study is different since it’s has some of the promotional mix items affect to purchase intention.