THE ROLE OF INTEGRATED MARKETING COMMUNICATION (IMC), ON PURCHASE DECISION THROUGH CUSTOMER EXPERIENCE IN HOUSING PT. GRAND ZAMZAM INDONESIA

-Housing is one of society's essential needs, and PT. Grand Zamzam Indonesia is a property developer in Lumajang. Due to the rapid competition in the housing market, Integrated Marketing Communication (IMC) is crucial to provide the right customer experience and maximize purchasing decisions. The questionnaire was distributed directly to customers (buyers) of PT. Grand Zamzam Indonesia, with a total of 129 respondents. The data analysis was conducted using Smart PLS software version 3.0. Based on the results of data processing, the researcher draws the following conclusions: the effect of IMC on purchasing decisions through customer experience is higher, with a coefficient (O) of 0.342, compared to the direct effect of IMC on purchasing decisions, with a coefficient (O) of 0.266. Briefly, the researcher suggests the following recommendations based on the study findings: 1) For the IMC variable, the researcher recommends modifying the lowest mean of X2.1 (information via Tik Tok) with a mean of 3.42. The highest mean at X3.1 (meeting directly with marketing in the marketing office) with a mean of 4.12 should be maintained; 2) Regarding the customer experience variable, the company is advised to develop new strategies for the lowest mean of Y2.2 (freelance marketing recommendations) with a mean of 3.56. The highest means at Y1.1 (selection of house type) and Y1.2 (reputation brand) with means of 4.22 should be maintained with more innovative approaches.


Introduction
Housing is one of the basic needs of society.Along with the rapid development of the times accompanied by an increasing population, it requires everyone to fulfill the primary need of having a house.According to the East Java Language Center (2021), Tapal Kuda is the name of an area in the eastern part of East Java Province, Lumajang is one of the parts of the Tapal Kuda area which includes several other cities such as Pasuruan, Probolinggo, Situbondo, Jember, Bondowoso, Situbondo, and Banyuwangi.Lumajang has the potential to be a fairly good property investment location, for various reasons, including: local government commitment, easy accessibility, awards in the tourism sector, property recommendations.Based on the commitment of the local 140 government, the high public interest in property in Lumajang is inseparable from the development of infrastructure, education, economy, and a new focus on tourism is also starting to be looked at.The district government's attention to access to Lumajang has high investment potential, especially in the property sector.Accessibility itself is the ease with which both private and public vehicles can reach an area.Lumajang Regency is considered to have relatively easy accessibility, because there are railroad lines and inter-provincial highways.Property prospects in Lumajang are fairly bright because of this ease of access.The rapid tourism, ease of access and public infrastructure in Lumajang also encourage property in Lumajang, therefore property prices will increase if the area is more rapidly developed.In connection with this, it is not surprising that many property companies have sprung up to fulfill people's desires regarding home ownership, one of which is PT Grand Zamzam Indonesia, which is one of the property companies in Lumajang.

Previous Research
Research by Nugroho (2017) there is a positive influence of marketing mix strategies on purchasing decisions.Mihaela (2015) integrated marketing communication is an activity that enables the creation of profitable customer relationships and creates product/brand or company value.Potjanajaruwit (2014) integrated marketing communication in terms of advertising, public relations, personal selling, sale promotion, and direct marketing are factors that influence purchases.Sandi (2017) customer experience partially and simultaneously affects purchasing decisions.Salam et al., (2019) the effect of the promotion mixes on purchasing decisions has a significant effect.

Purchase Decision
According to Ruslim & Tumewu (2015) the definition of a purchase decision is a stage when consumers take action or make a decision (whether this will be purchased / not).According to Ali et al., (2018) purchasing decisions are individual activities that are directly involved in making decisions that will be taken in purchasing products offered by sellers.Kotler & Armstrong (2018) explain that purchasing decisions are the stage in the buyer's decision-making process, where consumers will actually buy.publications, events and so on).Morissan (2015) is a marketing communication planning concept that recognizes the added value of a comprehensive plan that evaluates the strategic role of various communication disciplines, for example, general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact.Kotler & Keller (2021) define integrated marketing communication as a concept in which a company integrates and coordinates various communication channels to send clear, consistent, and convincing messages regarding the company and its products.

Customer Experience
Customer experience is the embodiment of a brand which covers all interactions between organizations and customers (Senjaya et al., 2013) PT Grand Zamzam Indonesia.The sample was calculated using the Slovin formula with the results of 129 respondents.The method in the sample uses non-probability sampling, namely purposive sampling.Data collection using a closed questionnaire distributed directly to buyers at the housing company PT Grand Zamzam Indonesia.
The questionnaire measuring instrument uses a Likert scale of 1-5.Source: Data processed by researchers ( 2023).

Variables and Operational Definitions
This research analysis uses descriptive statistics and Structural Equation Modeling -Partial Least Square (SEM-PLS) which consists of Inner and Outer Model testing.

Validity Test
The test criteria state that if the Pearson correlation ≥ 0.000, means that the questionnaire item is declared valid or able to measure the variable it is measuring.For more details, it is presented in the table as follows.Based on the table above, it can be seen that all the Pearson correlation values of each item with the total score > 0.000.Thus, the items are declared valid or able to measure these variables, so they can be used as data collection tools in this study.

Descriptive Statistics
This integrated marketing communication (X) variable, known is the grand mean of 3.79.The lowest is in X2.1 (information through Tik Tok) with a mean of 3.42 and the highest value is X3.1 (information through marketing at the housing marketing office) with the highest mean value of 4.16.
The customer experience variable (Z) is known to have a grand mean of 4.00.

Convergent Validity
The results of convergent validity testing are presented in the following table.have a loading factor value greater than 0.5.This the indicator is declared valid for measuring variables.

Discriminant Validity
The results of the cross-correlation calculation are presented in the following table.

Construct Validity Reliability
The results of the calculation of composite reliability and Cronbach alpha can be seen through the summary presented in the following table.Based on the table above, it can be seen that the composite reliability value on the Integrated Marketing Communication (X), customer experience (Z), and Purchase Decision (Y) variables is greater than 0.7, so it is declared reliable.

Hypothesis Testing
This hypothesis testing model is a type of inner model because it shows the specification of the causal relationship between latent variables (structural model).The test criteria state that if the T Statistics value ≥ T Table (1.96) or p value < level of significance (alpha = 5%) then it is stated that there is a significant effect of exogenous variables on endogenous variables.The test results can be seen in the following table.Based on the table above, it can be seen that the mathematical structural model formed is.
Equation 1: Z = 0.630 X Equation 2: Y = 0.266 X + 0.542 Z • The test of the effect of Integrated Marketing Communication (X) on Purchasing Decisions (Y) resulted in a t statistic of 3.069 and a p value of 0.002.The test results show that the p value (0.002) < level of significance (alpha = 5%).This means that at a real level of 5% it can be concluded that there is a significant effect of Integrated Marketing Communication (X) on Purchasing Decisions (Y).
• The test of the effect of Customer Experience (Z) on Purchasing Decisions (Y) resulted in a t statistic of 7.499 and a p value of 0.000.The test results show that the p value (0.000) < level of significance (alpha = 5%).This means that at a real level of 5% it can be concluded that there is a significant effect of Customer Experience (Z) on Purchasing Decisions (Y).
• The test of the effect of Integrated Marketing Communication (X) on Customer Experience (Z) resulted in a t statistic of 14.076 and a p value of 0.000.The test results show that the p value (0.000) < level of significance (alpha = 5%).This means that at a real level of 5% it can be concluded that there is a significant effect of Integrated Marketing Communication (X) on Customer Experience (Z) ).This means that there is a significant influence of IMC (X) on Purchasing Decisions (Y) through the mediator Customer Experience (Z).

Inner Model
Testing of the inner model or structural model is carried out to see the relationship between the constructs, the significance value and the R-square of the research model.The coefficient of determination (R 2 ) of the dependent variable is presented in Table 5.5.5.5, the value of predicate relevance (Q 2 ) can be calculated, namely: = 1 -(1-0.659)(1-0.739)= 1 -(0.341)(0.261) = 1 -0.08 = 0.92 The results of the calculation above can be explained that the model has a value > 0 which is equal to 0.92.It can be concluded that the model has a predictive relevance value or the model deserves to be said to have a relevant predictive value

Integrated Marketing Communication (IMC) on Purchasing Decisions
Integrated Marketing Communication has a positive value of 0.266, indicating that Integrated Marketing Communication has a positive effect on Purchasing Decisions.

Customer Experience on Purchasing Decision
Customer Experience has a positive value of 0.542, indicating that customer experience has a positive effect on purchasing decisions.

Integrated Marketing Communication (IMC) on Customer Experience
Integrated Marketing Communication has a positive value of 0.630, indicating that Integrated Marketing Communication has a positive effect on Customer Experience.

Managerial Implications
The results of the research findings can be recommended several policy implications according to the priorities that can be given as input for management as compiled in Table 5.7 as a solution to practical research problems.(1980)(1981)(1982)(1983)(1984)(1985)(1986)(1987)(1988)(1989)(1990)(1991)(1992)(1993)(1994)(1995) and generation Z (1997-2000s), while the average buyer at PT Grand Zamzam Indonesia is the generation above that who works as civil servants and private employees who do not use Tik Tok much.
• While the highest grand mean is X3.1.
(Information through marketing at the housing marketing office) with the highest mean value of 4.16 from ,379 this is because buyers at PT Grand Zamzam Indonesia tend to be more confident after meeting directly with marketing.
• Creating vlog content by targeting the baby boomer generation (1946-1964) and generation X (1965-1980) segments who work as civil servants, private employees and entrepreneurs who are our target market by providing educational content and video vlogs, home reviews, with short video durations to be easily understood by these segments, in the future so that these variables can increase purchasing decisions more optimally.
• For X3.1.to be maintained by equipping marketing periodically by including training so that new things in the world of marketing and can be maximized in marketing products directly to users, at least 2 times a year, both local and national scale training. 2

Customer Experience (Z):
• The lowest item of the customer experience variable is Y2.2 (freelance marketing recommendations) with a mean of 3.39 out of 3.76.This is because in Lumajang there are no property agents like Era/Ray White.Freelance marketing is usually an individual who has a sideline as a realtor/brokerr • While the highest mean is on Y1.1.(Choice of house type) with a mean of 4.05, there are 3 (three) types of houses in PT Grand Zamzam Indonesia housing, namely: type 36, type 45 and type 60 (2-storey house), although the segment we are targeting is the upper middle class, the company still provides a choice of types so that it can still be reached by all levels of Lumajang society.
• Y1.2 (brand reputation) also has the same high mean value of 4.05, this is because PT Grand Zamzam Indonesia has been active for 11 years • For Y2.2 (freelance marketing recommendations) PT Grand Zamzam Indonesia in the future will revive training in the field of marketing, and create a new marketing community, by providing regular training once a month and free of charge, where later from all participants who participate later can be selected which ones have good potential can be directly invited to work with PT Grand Zamzam Indonesia, with the aim that the customer experience of this freelance marketing can be maximized in increasing sales.
• For Y1.1 (choice of house type) will add a virtual tour service, prospective buyers do not need to survey directly to the location, just by utilizing this service.
• Addition of Link, which is equipped with a mortgage calculator, so that prospective buyers can find out how much monthly installments the house will buy Figure 5.1 Path Diagram Source: Data processed by researchers (2023) Figure 5.2 Diagram Path -T Statistics Source: Data processed by researchers (2023)

3. Research Framework 3.1 Conceptual Framework
. According to De Keyser et al., (2015) customer experience as cognitive,

International Journal of Review Management, Business, e-ISSN 2797-9237 and Entrepreneurship (RMBE) Vol.3, No.1, June, 2023 143 4. Research Methods 4.1 Research Type, Sample, and Data Collection This
research uses quantitative methods.The population in the study used buyers in the housing company

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From the table above, it is known that the value of Cronbach's Alpha for all variables is greater than 0.60 and value of Alpha If Item Deleted < Cronbach's Alpha so the variables are declared reliable.It is known that of the 129 respondents at PT Grand Zamzam Indonesia, 66 respondents or 51.2% were male, and 63 respondents or 48.8% were female.Based on occupation, it can be seen that of the 129 respondents who were sampled, 35 people (27.13%) worked as civil servants (PNS), 44 people (34.1%) worked as private employees, 14 people (10.85%) worked as entrepreneurs, and there were 36 people (27.9%) other answers answered: working as housewives 10 people, BUMN / D employees 8 people, TNI / POLRI 3 people, the rest and others retired, honorary.There tend to be more housewives here because it is in accordance with the answers to the characteristics of the respondents above, namely more women.Based on the type of house of 129 respondents, 39 people (30.2%) have a Type 36 (1 Floor) house, 47 people (36.4%) have a Type 44/45 (1 Floor) house, 28 people (21.7%) have a Type 60 (2 Floor) house, and 15 people (3.7%) have a Custom Type house.Based on income, 42 people (32.6%) earn less than 5,000,000, 50 people

Table 5
Based on the measurement analysis results in the table above, it can be seen that all indicators that measure the Integrated Marketing Communication (X), Customer Experience (Z), and Purchase Decision (Y) variables

Table 5
Based on the cross-correlation measurement in the table above, it can be seen that all indicators that measure Integrated Marketing Communication (X), Customer Experience (Z), and Purchasing Decisions (Y) produce a loading factor that is greater than the cross correlation on other variables.Thus, it can be stated that each of these indicators is able to measure the latent variable corresponding to the indicator.

•
The test of the effect of Integrated Marketing Communication (X) on Purchasing Decisions (Y) through the mediator Customer Experience (Z) resulted in a t statistic of 6,706 and a p value of 0.000.The test results show that the p value (0.000) < level of significance (alpha = 5%

Table 5
Based on Table5.5, it can be seen if the R-square value of the Integrated Marketing Communication variable is 0.659.It can be interpreted that is 65.9%, and Customer Experience variable with an R-square value of 73.9%.Based on Table

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Integrated Marketing Communication through customer experience has a positive value of 0.342, indicating that IMC has a positive influence on Purchasing Decisions through customer experience.This means that customer experience is able to positively mediate the effect of Integrated Marketing Communication on Purchasing Decisions.