Investigating the effect of marketing mix through motivation on purchase intention in Perumnas Griya Jetis Permai Mojokerto

This research examines the direct and indirect effects of Product, Price, Promotion, Place, and Motivation on Purchase Intention at Perumahan Griya Jetis Permai Mojokerto. The research sample consists of 255 respondents who are buyers that have gone through the marketing and sales process. The non-Probability Sampling method was used for data collection, employing a Likert scale questionnaire. The data analysis method used in this study is Partial Least Square-Structural Equation Modelling (PLS-SEM) through Outer Model, Inner Model, and Resampling Bootstrap. The study results show that Product, Price, Promotion, and Place positively and significantly influence Motivation. Motivation also has a positive and significant effect on Purchase Intention. Additionally, Product and Promotion positively and significantly impact Purchase Intention. However, Price and Place do not positively and significantly affect Purchase Intention. Overall, the research results indicate that Motivation plays a mediating role as an intervening variable between Product, Price, Promotion, and Place on Purchase Intention at Perumahan Griya Jetis Permai Mojokerto. The findings of this study can be used as a guide for Perumahan Griya Jetis Permai Mojokerto in designing effective marketing strategies to enhance Purchase Intention.