Research Paper
Year: 2020 | Month: May | Volume: 7 | Issue: 5 | Pages: 129-136
The Influence of Perception of Value, Brand Awareness, and Customer Motivation on Purchasing Interest at Johor Summerville Residence Medan
Satyo Hadi, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring
Magister of Management Study Program of Postgraduate School University of Sumatera Utara
Corresponding Author: Satyo Hadi
ABSTRACT
The existence of competition between developers in developing comfortable housing and increasing prestige value, it provides many choices for potential customers. This causes Johor Summerville Residence has stagnation in house sales compared to competitor in same area. This research will examine the effect of Perception of Value, Brand Awareness, and Consumer’s motivation on House Purchasing Interest. Data analysis techniques in this research used multiple linear analysis at the significance level = 0.05, conducted by 183 samples through questionnaires. The results showed that Perception of Value had a positive and significant effect on housing Purchasing Interest in Johor Summerville Medan Residence. Brand awareness has a positive and significant impact on housing Purchasing Interest in Johor Summerville Residence. Consumer’s motivation has a positive and significant influence on housing Purchasing Interest in Johor Summerville Residence and the Perception of Value, brand awareness, and consumer’s motivation as together have a positive and significant effect on housing Purchasing Interest at Johor Summerville Residence.
Keywords: Perception of Value, Brand Awareness, Consumer’s motivation, Purchasing Interest.
[PDF Full Text]