Pengaruh produk, harga dan promosi terhadap keputusan pembelian rumah di BTP Residence Bekasi

Wijaya, Priscillia (2023) Pengaruh produk, harga dan promosi terhadap keputusan pembelian rumah di BTP Residence Bekasi. Masters thesis, Universitas Pelita Harapan.

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Abstract

Semakin bertambahnya jumlah penduduk di Jabodetabek, maka kebutuhan konsumen akan tempat tinggal juga meningkat. Hal ini dikarenakan tempat tinggal atau rumah merupakan kebutuhan primary bagi manusia. Permintaan yang bertambah ini diiringi dengan pertambahan kompetisi pasar bagi para developer. Persaingan yang tinggi ini membuat para developer berupaya untuk meningkatkan berbagai faktor yang dapat meningkatkan penjualannya. Bekasi Timur Permai Residence Bekasi adalah salah satu perumahan di area Jabodetabek yang memiliki 65 unit komersil. Penelitian ini bertujuan untuk menganalisis pengaruh produk, harga dan promosi terhadap keputusan pembelian rumah di BTP Residence Bekasi. Metode yang digunakan adalah kuantitatif dan pengumpulan data menggunakan kuesioner yang diisi oleh 112 responden. Responden yang mengisi kuesioner adalah calon pembeli yang ada pada tahap afektif keputusan pembelian diantaranya memiliki minat dan tindakan seperti survey ke lokasi dan konsultasi melalui whatsapp. Data hasil kuesioner diolah menggunakan metode regresi linear berganda. Berdasarkan penelitian ini, diperoleh hasil bahwa produk, harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian rumah di BTP Residence Bekasi. / The population growth in Jabodetabek has stimulated the increase of housing needs within the area. This situation occurred because housing is one of humans' primary needs. Nevertheless, the increase in housing demand was followed by enhanced market competition among developers. As a result, developers within the area tried harder to improve factors that can positively influence their sales. Bekasi Timur Permai Residence Bekasi is a housing development in the Jabotabek area that owns 65 commercial units. This research aims to analyze the influence of products, prices, and promotions on house purchasing decisions at BTP Residence Bekasi. The method used was quantitative, with the data collection method of questionnaires filled out by 112 respondents. Target respondents were potential buyers at the affective stage of the purchasing decision, including those who were interested and took action, such as conducting site surveys or consultations via WhatsApp. Questionnaire data was processed by using the multiple linear regression method. The research results showed that product, price, and promotion have a positive and significant effect on the decision to purchase a house at BTP Residence Bekasi.

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