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

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 10

Year of Publication : 2020

Authors : Ikram Gifari, Mahrinasari MS, Dorothy Rouly

10.14445/23939125/IJEMS-V7I10P108

How to Cite?

Ikram Gifari, Mahrinasari MS, Dorothy Rouly, "The Influence of Marketing Mix on Subsidised Kpr House Buyer Satisfaction With Buyer's Value As A Mediation Variables," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 10, pp. 45-49, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I10P108

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.

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