The effect of price, promotion, and facilities on purchase decision of Citraland Gama City housing Medan

Jouvani, Jouvani (2023) The effect of price, promotion, and facilities on purchase decision of Citraland Gama City housing Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

CitraLand Gama City Medan is a property development project of Ciputra Group in collaboration with GamaLand in Medan City. Consumers stated that their purchasing decisions were based on housing prices that were in accordance with specifications. The purpose of this research is to determine the effect of price, promotion, facilities and purchase decision. Price, good facilities, and proper promotion will encourage or increase consumer satisfaction in owning the products offered so that they feel satisfied in buying or owning the housing. Research method in this study with quantitative and descriptive methods using causal studies was used to analyse sample of 80 customers. Respondents are customers of CitraLand Gama City who are taken using sampling criteria using simple random sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that price, promotion and facilities simultaneously have a positive and significant effect on purchase decision with a coefficient of determination of 58.6%. price, promotion, and facilities partially have a positive and significant effect on purchase decision. It can be recommended to CitraLand Gama City to Create flexible payment plans, focus on understanding the preferences and demographics of target audience, increase the frequency and quality of maintenance for public facilities, increase efforts to enhance the visibility of the CitraLand Gama City brand. / CitraLand Gama City Medan merupakan proyek pengembangan properti dari Ciputra Group yang bekerja sama dengan GamaLand di Kota Medan. Konsumen menyatakan bahwa keputusan pembelian mereka didasarkan pada harga rumah yang sesuai dengan spesifikasi. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh harga, promosi, fasilitas dan keputusan pembelian. Harga, fasilitas yang baik, dan promosi yang tepat akan mendorong atau meningkatkan kepuasan konsumen dalam memiliki produk yang ditawarkan sehingga merasa puas dalam membeli atau memiliki perumahan tersebut. Metode penelitian dalam penelitian ini menggunakan metode kuantitatif dan deskriptif dengan menggunakan studi kausalitas dengan sampel sebanyak 80 pelanggan. Responden merupakan pelanggan CitraLand Gama City yang diambil dengan menggunakan kriteria pengambilan sampel dengan menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa harga, promosi dan fasilitas secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 58,6%. harga, promosi, dan fasilitas secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat direkomendasikan kepada CitraLand Gama City untuk Membuat rencana pembayaran yang fleksibel, fokus pada pemahaman preferensi dan demografi target audiens, meningkatkan frekuensi dan kualitas pemeliharaan untuk fasilitas umum, meningkatkan upaya untuk meningkatkan visibilitas merek CitraLand Gama City.

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