NUGROHO, BAGUS DWI JOKONGKO (2016) PENGARUH BRAND IMAGE DAN EVENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN RUMAH (Studi Kasus : Perumahan Citra Garden BMW Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Citra Garden BMW is a prayer One Project The built Posted Ciputra Residence Which is located in Cilegon , Banten. Although the brand of housing has received positive responses , both from domestic and foreign , presence Citra Garden BMW considered new , the community's economy amid the city - Cilegon Serang growing. Mastery is considered less than optimal market coupled with a lack of effective marketing communication strategy at the beginning of 2014 , resulting in the achievement of sales targets only reach 61 % in the first phase of housing construction. One strategy used by the developer in an attempt to optimize the delivery of messages related to the value of superior housing that is through strtegi event marketing. Through event marketing strategy was judged to have succeeded in improving home sales in Citra Garden BMW. This is evidenced by the sale of the property to see the data from the Center for Indonesian Property Studies (2014 ) showed that property sales in Cilegon Serang - dominated house which is 70 % with the acquisition in Citra Garden BMW by 18 % . Therefore , the purpose of this research is to know the influence of brand image Ciputra and event marketing activities conducted by the developers of housing for home purchase decisions in Citra Garden BMW.The unit of analysis in this research is the customer who has made a home purchase transaction in Citra Garden BMW totaling 147 customers. The method used in this research is Structural Equation Modeling ( SEM ) using softwere LISREL 8.70. Results of the questionnaire showed that data processing variables and event marketing brand image and significant positive effect on the variable home purchase decision. This is evidenced by looking at the amount of charge on the brand image of the variable purchase decision variable that is equal to 0,40 and on event marketing to the variable purchase decision variable that is equal to 0,57 . Keywords: Brand Image, Event Marketing, Home purchase decision, Structural Equation Modelling (SEM).

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