COMMUNICATION AND PERCEPTION OF VALUE AFFECTING THE INTENTION TO BUY HOUSES OF THE CONSUMERS IN HOUSING PROJECTS IN LAMPANG PROVINCE
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Abstract
This research aims to, 1) examine the level of perception of marketing communication, perceived value, and purchase intention of consumers in housing projects in Lampang province; and 2) investigate the factors affecting the purchase intention of consumers in housing projects in Lampang province. The sample group consists of 385 residents of Lampang province who intend to purchase a house in a housing project in Lampang province. An online questionnaire was used as a research tool. Descriptive statistics such as percentage, mean, and standard deviation, as well as inferential statistics, including multiple regression analysis with the enter method, were employed for data analysis.
The study found that: 1) the level of perceived marketing communication was high, the level of perceived value was the highest, and the intention to purchase a house in a housing project in Lampang province was the highest; and 2) perceived value had a significant positive effect on the intention to purchase a house in a housing project in Lampang province at the .05 level of significance and could predict 62.20% of the variance in the intention to purchase a house.
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