| Autor: |
Yassin, Azlina Md., Yahya, Mohd. Yamani, Masram, Haidaliza, Shafii, Haryati, Masrom, Md. Asrul Nasid, Safian, Edie Ezwan Mohd |
| Předmět: |
|
| Zdroj: |
AIP Conference Proceedings; 2022, Vol. 2644 Issue 1, p1-7, 7p |
| Abstrakt: |
In our daily life, branding is important in all aspects, and become a major influence in changing the way we live. In real estate perspective, buying a property means an individual decided to commit with a financial investment in their life. Thus, developers brand gives a confidence to real estate buyers, and give a positive effect towards purchasing decision. Increasing issues which related to developer brands such as an abandoned housing projects and unsold property, as well as black listed companies becomes the basis for the potential house buyers to be more selective with the developers brand while making decision of buying property. Therefore, the objectives of this study are to examine developers brand influences potential property buyers decision making, as well as to measure an awareness level of property buyers towards developers' brand. This study was conducted within Kuala Terengganu District, and involved 75 respondents which are potential house buyer. Quantitative approach was chosen as a methodology in answering the objectives along the research process. The results show that the developers brand had significantly influenced the decision to purchase residential property. Moreover, awareness levels on developers brand are high amongst the potential house buyers towards purchasing decision making. Therefore, this results will helps property developers to operate efficiently and formulating marketing strategies, and guides potential house buyers to choose property developers with high reputable when it comes to purchasing a property. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
