Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Nur Khayati
Universitas Duta Bangsa Surakarta
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
APAKAH PEMASARAN KONTEN DAN INOVASI PRODUK BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN RUMAH? STUDI KASUS: CUSTOMER PT HOME Nur Khayati; Rayhan Gunaningrat; Triana
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 Nomer 03, September 2026 Publication
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.18268

Abstract

Increasing competition in the subsidized housing industry requires developers to improve marketing strategies and product quality to encourage consumers’ purchase decisions. This study aims to analyze the effects of content marketing and product innovation on house purchase decisions among customers of PT HOME in Sukoharjo. The study employed a quantitative approach using a survey method. The population consisted of 409 consumers who had purchased subsidized housing from PT HOME, with a sample of 84 respondents selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that content marketing has a positive and significant effect on purchase decisions, with a path coefficient of 0.228 and a p-value of 0.032. Product innovation also has a positive and significant effect on purchase decisions, with a path coefficient of 0.517 and a p-value of 0.000. Product innovation has a stronger effect than content marketing. These findings indicate that house purchase decisions are influenced not only by the quality of marketing information but also by the added value offered through product innovation. Practically, PT HOME should improve the quality and accessibility of its marketing content while continuously developing housing products that meet consumers’ needs.
Co-Authors Rayhan Gunaningrat Triana