Ayu Sartika, Galih (2025) Personal selling and trust as mediators in Surakarta home purchase decisions. Doctoral thesis, Universiti Teknikal Malaysia Melaka.
![[img]](http://eprints.utem.edu.my/style/images/fileicons/text.png) |
Text (24 Pages)
Personal selling and trust as mediators in Surakarta home purchase decisions (24 pages).pdf - Submitted Version Download (800kB) |
|
Text (Full Text)
Personal selling and trust as mediators in Surakarta home purchase decisions.pdf - Submitted Version Restricted to Registered users only Download (3MB) |
Abstract
In the evolving landscape of the Surakarta real estate market, a nuanced understanding of factors influencing house buyers to purchase a house is critical. The traditional paradigms of marketing are being challenged by the complexities of consumer behavior and the intricate nature of property transactions. Therefore, this study addresses gaps in knowledge regarding the effects of the marketing mix of 4Ps (Product, Price, Place and Promotion) on House Purchase Decision and explores the mediating roles of Personal Selling and Trust in these relationships. The primary aim is to analyze the impact of Product, Price, Place, and Promotion on House Purchase Decision among Surakarta homebuyers. Additionally, the study seeks to examine the extent to which Personal Selling and Trust mediate these relationships. Grounded in marketing and consumer behavior theories, this study posits that Personal Selling and Trust are pivotal in mediating the effect of the 4Ps on House Purchase Decision. The framework of this study integrates these constructs to form a causal path model, hypothesizing that Personal Selling and Trust do not only influence House Purchase Decision directly, but it also serves as conduits for the effects of the 4Ps. Adopting a quantitative approach, the study employs a causal relationship survey design. Stratified sampling was used to select respondents from five sub-districts in Surakarta. Data were gathered through online and 321 respondents were analyzed. Preliminary screening and descriptive statistics were performed, followed by Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis that involved two levels of analysis: measurement and structural model. This study found that the direct effects of the 4Ps on House Purchase Decision were not significant, suggesting that these traditional marketing elements alone do not predict House Purchase Decision. The study also found that Personal Selling emerged as a full mediator between Price, Place, Promotion, and House Purchase Decision, while Personal Selling does mediate the relationship between Product and House Purchase Decision. Trust was found to have a partial mediation on the relationship between Personal Selling and House Purchase Decision. This study concludes that the in Surakarta real estate market, Personal Selling is a crucial element that enhances the influence of the 4Ps on House Purchase Decision, and Trust plays a significant but partial mediating role on the relationship between Personal Selling and House Purchase Decision. The findings imply that real estate marketers should prioritize building Personal Selling competencies and fostering Trust to enhance house buyers. A strategy that emphasizes Personal Selling and Trust cultivation could lead to more successful transactions than traditional marketing efforts. For government entities, these results point towards the need for policies that foster transparent and trust-building practices in the real estate industry. Further studies are recommended to explore these relationships in different cultural and economic contexts, to determine the generalizability of the findings.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Personal selling, Trust, Home purchase decision, Marketing mix |
| Subjects: | H Social Sciences H Social Sciences > HF Commerce |
| Divisions: | Institute of Technology Management And Entrepreneurship |
| Depositing User: | Norhairol Khalid |
| Date Deposited: | 21 Jan 2026 07:23 |
| Last Modified: | 21 Jan 2026 07:23 |
| URI: | http://eprints.utem.edu.my/id/eprint/29457 |
| Statistic Details: | View Download Statistic |
Actions (login required)
 |
View Item |