Integrated Marketing Communications (IMC) and Electronic Word-of-Mouth (e-WOM) Affecting Brand Equity among Consumers Interested in Buying Real Estate in the Northern Provinces

Abstract

This research was quantitative research. The objectives were to 1) study the brand value of consumers interested in purchasing real estate in the northern provinces classified by personal factors; 2) study the integrated marketing communication (IMC) that affects the brand value of consumers interested in buying real estate in the northern provinces; and 3) study the Electronic word-of-mouth (e-WOM) that affects the brand value of consumers interested in buying real estate in the northern provinces. The population group was unknown. The first step was the purposive sampling method, and the second step was the convenience sampling method. The sample group was 385 people, using a multi-stage sampling method. The tools used in this research were a five-level rating scale and multiple linear regression. The results showed that consumers interested in buying real estate in the northern provinces were influenced by different personal factors, including age, occupation, and monthly income. The opinions showed that developer brands had the most impact with a level of 0.05, whereas the other factors were not significant. Integrated marketing communication (IMC) affects brand value for consumers interested in purchasing real estate in the northern provinces. The statistical significance at the level of 0.05 could be predicted at the accuracy level of 0.40%. Electronic word-of-mouth (e-WOM) affects the brand value of consumers interested in buying real estate in the northern provinces with statistical significance at the level of 0.05 and can predict 0.57%.