Effect of Integrated Marketing Communication towards Housing Estate Purchasing Decision for Employees in Eastern Economic Corridor, Mediating Role of Corporate Image

Abstract

     This research article aims to: 1) investigate the direct influence of integrated marketing communication on housing purchase decision among private sector employees in the EEC;    2) investigate the direct influence of integrated marketing communication on the corporate image of housing estate firms; 3) investigate the direct influence of corporate image on housing purchase decision; and 4) investigate the mediating effect of corporate image on the relationship between integrated marketing communication and housing purchasing decision. This study employed a quantitative research methodology using a questionnaire as the data collection instrument, with a sample size of 400 respondents. The statistical methods were: percentage, mean, multiple regression analysis, and the Sobel test.

           The research findings revealed the following: 1) Integrated marketing communication had a statistically significant positive relationship with housing purchase decisions among private sector employees in the EEC; 2) Integrated marketing communication had a statistically significant positive relationship with corporate image; 3) Corporate image had a statistically significant positive relationship with housing purchase decisions among private sector employees in the EEC; and 4) Corporate image did not act as a mediating variable in the relationship between integrated marketing communication and housing purchase decisions among private sector employees in the EEC.