Kegiatan Marketing Public Relations Terhadap Proses Pengambilan Keputusan Pembelian Apartemen Pada Generasi Milenial

Authors

  • Gunawan Wiradharma Universitas Terbuka
  • Khaerul Anam Universitas Terbuka
  • Karina Pramita Ningrum Universitas Pakuan

DOI:

https://doi.org/10.31334/lugas.v4i2.1221

Keywords:

Marketing Public Relations Activities, Purchasing Decision Making Process, Apartments, The Millennial Generation

Abstract

The construction and sale of apartments in big cities have increased, leading to competition between companies that sell or lease apartment units. Marketing public relations activities are important in encouraging consumers to attract prospective customers' interest in the decision-making process. The purpose of this research is how the influence of marketing public relations activities on the decision-making process of buying apartments in the millennial generation in an apartment in Depok City in October 2019. This research's indicators are publications, media identity, events, news, speeches, participation in social activities, and sponsorship. The purchase decision-making process indicators are the introduction of needs, information seeking, alternative evaluations, purchasing decisions, and post-purchase behavior. This research method is a quantitative and explanatory survey of tenants/buyers of the period in October 2019. This study concludes that marketing public relations activities positively influence the purchase decision-making process to buy Apartment X units in millennials.

References

Ali, D. S. (2017). Marketing Public Relations: Di antara Penjualan dan Pencitraan. Jakarta: Deepublish.

} Amstrong, P. K. (2006). Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.

Cresswell, J. W. (1994). Research Design: Qualitative and Quantitative Approaches. Thousand Oaks: Sage Publications.

Kuspriyono, T. (2018). Pengaruh Iklan terhadap Keputusan Pembelian Apartemen Meikarta. Jurnal Humaniora Universitas Bina Sarana Informatika, 18(1).

Neuman, W. (2007). Basic of Research Methods: Qualitative and Quantitative Approaches. Boston: Allyn and Bacon.

Primarni, A. (2009). Introduction to Public Relations. Jakarta: Lentera Ilmu Aksara.

S. Hidayatullah, d. (2018). Perilaku Generasi Milenial dalam Menggunakan Aplikasi Go-Food. Jurnal Manajemen dan Kewirausahaan, 6(2).

Stillman, L. C. (2002). When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. New York: HarperCollins.

Sugesti, H. (2017). Pengaruh Marketing Public Relations terhadap Keputusan Berkunjung ke Waterpark XYZ. Value Jurnal of Management and Business, 2(1).

Tjiptono, F. (2011). Pemasaran Jasa. Malang: Bayumedia.

Yuswohady. (2016). Millennial Trends 2016. Retrieved from http://www.yuswohady.com/2016 /01/1 7/millennial-trends-2016/

Downloads

Published

2020-12-31

Issue

Vol. 4 No. 2: DESEMBER 2020

Section

Articles

License


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. 

Copyright Notice

Please find the rights and licenses in LUGAS Jurnal Komunikasi, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, LUGAS Jurnal Komunikasi permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and LUGAS Jurnal Komunikasion distributing works in the journal and other media of publications.

4.Co-Authorship

If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. LUGAS Jurnal Komunikasi will not be held liable for anything that may arise due to the author(s) internal dispute. LUGAS Jurnal Komunikasi will only communicate with the corresponding author.

5.Miscellaneous

LUGAS Jurnal Komunikasi will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. LUGAS Jurnal Komunikasi editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.

 

Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.