Jurnal Inovasi Ekonomi
Vol. 7 No. 01 (2022): April

Optimizing purchasing decisions through marketing strategies: Case studies in housing property

Abimanyu Tuwuh Sembhodo (Management Department, Universitas Indonesia, Indonesia)
Adya Hermawati (Postgraduate Management Program, Universitas Widyagama Malang, Indonesia)
Abd Karman (Institut Agama Islam Negeri Fattahul Muluk Papua, Indonesia)
Jana Siti Nor Khasanah (Institut Agama Islam Negeri Fattahul Muluk Papua, Indonesia)
Endang Fatmawati (Faculty of Economics and Business, Universitas Diponegoro, Indonesa)

Article Info

Publish Date
02 Jun 2022


This study aims to investigate the influence of digital marketing on purchasing decisions. The research sample in this study is prospective buyers of Griya Citra Perdana Malang Housing. In answering the aim of this study, we used 40 respondents and constructed a simple model based on path analysis. The model built shows that personal selling has no significant effect on purchasing decisions; digital marketing significantly affects purchasing decisions; service quality has a significant impact on purchasing decisions. Furthermore, the simultaneous test shows that the three independent variables significantly influence purchasing decisions.

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Journal Info





Economics, Econometrics & Finance Social Sciences


Jurnal Inovasi Ekonomi (JIKO) has been accredited by the National Journal Accreditation (ARJUNA) Managed by the Ministry of Research, Technology, and Higher Education, Republic of Indonesia, and is currently ranked 4th (Sinta 4). Indexed at Google Scholar and Dimensions. JIKO is an open-access ...