Abstract :

MSMEs is the most important pillar to the Indonesia economy because the contribution of this segment is 60,5% to the GDP of Indonesia. Also contribute 96,9% of total national absorption employment. One of the MSME sectors is residential construction. In 2020, the backlog of Indonesia is 12,75 million which means there are 12,75 million families that did not own the house so the demand for residential property is high. There are many residential property companies that serve the low income segment. One of them is  a residential property developer that the author does research for and is one of the residential property companies that is now experiencing decline in sales. They sell the house in the low income segment in Bandung Barat regency in Indonesia.  So when a pandemic hits, the buying power of this segment is getting lower. They focus on buying the essential daily needs such as food and drink, the plan for buying a house will be postponed until their economy gets better. To this scenario, the company must change the segment market to target new potential customers or adjust the product to still be affordable to this segment.  Based on preliminary research, the author found that there is a shift on choosing the channel for seeking a house from offline to online. The purpose of this study is to identify the factors that influence residential property company house sales and to increase sales of house products. This study uses qualitative and quantitative methods. The qualitative method utilised in preliminary research  by interviewing business owner and employee of the company. The quantitative method utilised by questionnaires that are distributed to potential customers. The sample of this research consists of 200 respondents taken by non-probability sampling. The questionnaire will use a likert scale with 5 levels, representing an interval scale. The data analysis methods used are validity test, reliability test, and hypothesis testing using SPSS. Based on the research result, advertising, sales promotion, online and social media marketing, and product attributes have a significant influence on purchase intention.

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Keywords :

Advertising, Online and Social Media Marketing, Product Attributes, Purchase Intention., Sales Promotion.

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References :

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