PENGARUH HARGA DAN PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PERUMAHAN DI PT. RESSAN GEMOLONG

Abstract

This study aims to analyze the effect of prices and promotions on housing purchase decision making at
PT. Ressan Land Gemolong. The population in this study are all consumers who have come and made
purchases at PT. Ressan Land Gemolong. The sample in this study consisted of 70 respondents using
purposive sampling techniques. Data collection is done by using a survey through a questionnaire
filled out by customers. Then, the data obtained were analyzed using multiple regression analysis. This
analysis includes validity test, reliability test, classic assumption test, multiple linear regression
analysis, hypothesis testing through t test and F test, and analysis of the coefficient of determination
(R2). Based on the results of the study, the regression equation obtained the results Y = 19.113 + 0.462
X1 + 0.505 X2 + e. Based on the analysis of static data, the indicators in this study are valid and the
variables are reliable. In testing classic assumptions, multicollinearity regression models,
heteroscedasticity do not occur, and have a normal distribution. Individually, the variable that has a
greater influence is the price with a regression coefficient of 0.505 and followed by a promotion
variable with a regression coefficient of 0.462. Hypothesis calculation using t test shows that the price
and promotion variables studied are proven to be significant. Then through the F test, it is clear that
the independent variable is feasible to test the dependent variable of the purchase. The adjusted R
square figure shows that 22.4% of purchasing decisions can be explained by promotion and price
variables. While the rest is explained by other factors outside the research model.