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All Journal Journal of Islamic Economics Lariba
Khavid Normasyhuri
Program Studi Ekonomi Syariah (S1), Universitas Islam Negeri Raden Intan Lampung, Bandar Lampung, Indonesia
Religion Economics, Econometrics & Finance Social Sciences

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Purchase decision patterns of non-bank sharia housing in Bandar Lampung City during Covid-19: Price exploration and digital marketing Khavid Normasyhuri; Siti Nurohmah
Journal of Islamic Economics Lariba Vol. 9 No. 1 (2023)
Publisher : Department of Islamic Economics, Islamic University of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jielariba.vol9.iss1.art3

Abstract

IntroductionThe housing sector, including sharia housing, has been affected by Covid-19. Many studies have analyzed the impact of Covid-19 on the sharia housing industry, but research focusing on non-bank financing is still limited. ObjectivesThis study aims to analyze how consumer purchasing decisions for housing during Covid-19 are influenced by price and digital marketing. MethodThis study can be categorized as quantitative study by collecting data from 500 consumers selected through purposive sampling in the Bandar Lampung City. The obtained data was then analyzed using SmartPLS software. ResultsThe result shows that price and digital marketing have significant impact on consumers’ purchase decision of non-bank Sharia housing during Covid-19. ImplicationsSharia housing developers should effectively utilize digital marketing content and pricing strategy to attract potential consumers in Bandar Lampung City.Originality/NoveltyThis study highlights unique pricing and digital marketing strategies by Sharia housing developers during Covid-19. This study is also unique for its approach to non-bank Sharia housing as mode of financing.
Co-Authors Siti Nurohmah