Pengaruh Marketing Public Relations PT Saphire Indah Permai terhadap Keputusan Pembelian Rumah Subsidi di Darussalam Regency. (The Influence of Marketing Public Relations of PT Saphire Indah Permai on the Decision to Purchase Subsidized Housing in Darussalam Regency).

Salim, Salim (2026) Pengaruh Marketing Public Relations PT Saphire Indah Permai terhadap Keputusan Pembelian Rumah Subsidi di Darussalam Regency. (The Influence of Marketing Public Relations of PT Saphire Indah Permai on the Decision to Purchase Subsidized Housing in Darussalam Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is backed by the marketing complexities of Darussalam Regency subsidized housing, which had previously gone stagnant under two prior developers, triggering a negative stigma among prospective buyers. This study aims to analyze the influence of the Marketing Public Relations strategy implemented by PT Saphire Indah Permai as the new developer on consumer purchase decisions, using the Stimulus-Organism-Response (S-O-R) Theory framework. The methodology employed is an explanatory quantitative approach through a survey utilizing a total sampling technique, involving 52 buyer respondents. The data was analyzed using simple linear regression analysis and the coefficient of determination R2 processed via SPSS software. The statistical results demonstrate that the MPR variable partially has no significant influence on consumer purchase decisions. This is evidenced by a t test significance value of 0.255 (0.255 > 0.05) with a regression equation of Y = 40.767 - 0.103X. The R Square value of 0.026 confirms that the MPR strategy only contributes 2.6% in explaining purchase decisions, while the remaining 97.4% is driven by other factors outside the scope of this research model. Based on the S-O-R Theory, the lack of significant influence occurs because in the organism phase (internal psychology), the negative memories of the stagnant project create a strong barrier of concern, rendering the new developer's MPR stimulus ineffective in altering consumer conviction. As a high involvement product commodity, transaction decisions are heavily determined by rational and real economic factors, such as unit price affordability, geographical location, location accessibility, and tangible evidence of physical construction progress on site. Therefore, the developer is recommended to adopt an evidence-based communication strategy driven by objective physical proof to fully restore market trust.

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