Wahdah, Kania Hilma (2022) PENGARUH PERSEPSI HARGA, PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN RUMAH (Studi kasus Cluster Aralia Melalui Agent Century 21 Metro Group). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, produk dan lokasi terhadap keputusan pembelian rumah Cluster Aralia melalui Agent Century 21 Metro Group. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Populasi dan sampel dari penelitian ini adalah konsumen yang membeli rumah Cluster Aralia melalui Agent Century 21 Metro Group yang berjumlah 83 konsumen. Teknik pengumpulan data menggunakan kuisioner yang telah di uji validitas dan reliabilitasnya. Analisis yang digunakan adalah koefisien determinasi dan pengujian hipotesis dengan menggunakan uji t dan uji f menggunakan program SPSS versi 26.0. Hasil penelitian menunjukkan bahwa variabel Persepsi Harga berpengaruh signifikan terhadap Keputusan Pembelian, variabel Produk berpengaruh signifikan terhadap Keputusan Pembelian dan variabel Lokasi berpengaruh signifikan terhadap Keputusan Pembelian. Secara simultan bahwa variabel Persepsi Harga, Produk dan Lokasi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian rumah Cluster Aralia melalui Agent Century 21 Metro Group. Kata kunci : Persepsi Harga, Produk, Lokasi Dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of price, product and location perceptions on the decision to purchase a house in the Aralia Cluster through Agent Century 21 Metro Group. This study uses associative research with a quantitative approach. The population and sample of this research are consumers who buy houses in the Aralia Cluster through Agent Century 21 Metro Group, totaling 83 consumers. Data collection techniques using questionnaires that have been tested for validity and reliability. The analysis used is the coefficient of determination and hypothesis testing using the t test and f test using the SPSS version 26.0 program. The results showed that the price perception variable had a significant effect on purchasing decisions, the product variable had a significant effect on purchasing decisions and the location variable had a significant effect on purchasing decisions. Simultaneously, the variables of Price Perception, Product and Location together have a significant effect on purchasing decisions for the Aralia Cluster house through the Century 21 Metro Group Agent. Keywords: Perception of Price, Product, Location and Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | KANIA HILMA WAHDAH | ||||||||
| Date Deposited: | 25 Aug 2022 04:35 | ||||||||
| Last Modified: | 25 Aug 2022 04:35 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8162 |
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