PENGARUH STRATEGI PROMOSI, HARGA, LOKASI DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN PERUMAHAN BUMI ANDALUSIA RESIDENCE PADA CV GRAHA CIPTA DI KOTA SAMARINDA

Abstract

This study aims to determine and analyze the effect of promotion strategy, price, location and facilities on consumers purchasing Bumi Andalusia Residence Housing at CV Graha Cipta in Samarinda City.

This research was conducted on consumers who bought houses in Bumi Andalusia Residence Housing, the population of this study were 96 consumers and the sample used was a saturated sample of 96.

The results of this research show that 1) Promotion variables have a positive and significant effect on the decision to purchase Bumi Andalusia Residence housing at CV Graha Cipta in Samarinda City. 2) The price variable has a positive and significant effect on the decision to purchase Bumi Andalusia Residence housing at CV Graha Cipta in Samarinda City. 3) The location variable has a negative and insignificant effect on the decision to purchase Bumi Andalusia Residence housing at CV Graha Cipta in Samarinda City. 4) The facility variable has a negative and insignificant effect on the decision to purchase Bumi Andalusia Residence housing at CV Graha Cipta in Samarinda City. 5) Promotion, price, location and facilities variables have a positive and significant effect together on the decision to purchase Bumi Andalusia Residence housing at CV Graha Cipta in Samarinda City.