MS, MAHRINASARI and Rouly, Dorothy (2020) The Influence of Marketing Mix on Subsidised Kpr House Buyer Satisfaction With Buyer's Value As A Mediation Variables. International Journal of Economics and Management Studies, 7 (10). pp. 45-49. ISSN 2393 – 9125

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Abstract

This study analyzes whether the 7p marketing mix variable (product, price, location, promotion, physical evidence, people, and Process) on buyer satisfaction and buyer value. This study also aims to determine whether the variable buyer value can mediate between the marketing mix and buyer satisfaction. The data source used is primary data by distributing questionnaires to subsidized housing mortgage buyers. This study uses the Standard Equation Model (SEM). Estimation results show that the marketing mix variable and buyer value positively and significantly affect buyer satisfaction. And the variable buyer value can mediate the marketing mix and buyer satisfaction variables. With probability = 0,000 (p <0.05) marketing mix to buyer satisfaction obtained CR = 3.973, and CR = 7.791 to the value of the buyer. Keywords: Marketing Mix, Buyer Value, Buyer Satisfaction, KPR house, SEM.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Mahrinasari MS
Date Deposited: 23 Nov 2020 07:57
Last Modified: 23 Nov 2020 07:57
URI: http://repository.lppm.unila.ac.id/id/eprint/26704

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