THE EFFECT OF PERCEPTION OF QUALITY, POWER OF ADVERTISERS AND WORD OF MOUTH ON THE IMPORTANCE AREA AND PURCHASE DETERMINATION (STUDY ON PT METROJAYA PROPERTY)

Abstract

The current phenomenon in Housing PT. Metrojaya Property is the sales of its home products has decreased by 45% in the last 4 years. This condition is in contrast to other residential neighborhoods that are competitors, where in the last 4 years it has increased in terms of sales of his house. Based on this phenomenon, then clearly there is a problem that consumers do not decide to buy a house from Housing PT. Metrojaya Property. The purpose of this study is to analyze the influence of perceptions of quality, attractiveness of advertising and word of mouth on the image of property names and purchasing decisions at PT. Metrojaya Property.
Population used in this research is all consumer of PT. Metrojaya Property. Sample selection using purposive sampling. The sample used is 173 consumer PT. Metrojaya Property. Analyzer used is quantitative analysis method, including validity test, reliability test, classic assumption test, path analysis test, hypothesis testing, coefficient of determination (R2).
Based on the results of research, the perception of quality, attractiveness of advertising and word of mouth positively affect the image of property names and purchasing decisions at PT. Metrojaya Property. Image name property mediates the influence of quality perception, ad appeal and word of mouth on purchasing decisions at PT. Metrojaya Property.
Keywords: quality perceptions, ad appeal, word of mouth, property name image, purchase decision.