PURCHASING DECISION OF RESIDENTIAL PROPERTY IN CITRALAND SURABAYA: EVIDENCE FROM INDONESIA
Abstract
This study aims to determine the effect of advertising, online marketing and event on
purchasing residential property in CitraLand Surabaya, Indonesia. CitraLand Surabaya is an
integrated residential property over 2500 hectares in West Surabaya that is highly sought after
by upper class families in Indonesia. This study is a quantitative research with questionnaire
as primary data collection method and using multiple linear regressions for data analysis. The
population in this study were 4.156 families who have purchased residential properties in
CitraLand Surabaya. Based on multiple regression analysis shows that purchasing decision
equation are Y = 2,048 +0,187X1 + 0,069X2 + 0,3062X3. The result of this study reveals that
the effect of advertising, online marketing and event variables only 36,9% toward purchasing
residential property in CitraLand Surabaya. The other findings of this study that only
advertising (X1) and Event (X3) have significance individual influence toward purchasing
decision.

