PENGARUH PRODUK,HARGA,LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN RUMAH PADA PERUMAHAN GREENHILL RESIDENCES JATI ASIH BEKASI

A Asral, D Djumarno

Abstract


This research aimed at testing and analyzing the influence of product, prices, location and promotion on house purchasing decision of prospective customers of Greenhill Residences. Data of this research were obtained from the list of buyers of houses of Greenhill Residences. A sampling method, that was, non-probability sampling with purposive sampling had chosen 77 of 312 buyers as respondents. Analysis method used in this research was a descriptive-quantitative analysis using SPSS program. The findings showed that product and location had no significant influence on purchasing decision, while price and promotion were significantly influencing it instead. But, all of these elements were product, price, location and promotion, in a unity, had significant influence on house purchasing decision of the customers of Greenhill Residences

Keywords


product, price, location, promotion and purchasing decision

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SWOT : Jurnal Ilmiah Ilmu Manajemen

Pascasarjana Mercu Buana Jakarta, Kampus Menteng, Gedung Tedja Buana Lt. 4 Jl. Menteng Raya No. 29 Jakarta Pusat


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