The Influence of Location and Selling Price on Purchasing Decisions at PT. Gapura Prima Group

Iis Noviyanti; Feb Amni Hayati

doi:10.26858/pdr.v3i2.13265

The Influence of Location and Selling Price on Purchasing Decisions at PT. Gapura Prima Group

Iis Noviyanti^(1*), Feb Amni Hayati⁽²⁾,

(1) Universitas Pamulang
(2) Universitas Pamulang
(*) Corresponding Author

DOI: https://doi.org/10.26858/pdr.v3i2.13265

Abstract

Today's economic development is marked by the emergence of various forms of the property very quickly and continuously. This study aims to determine the effect of location and selling price on the purchasing decision of Bailey's City Ciputat Apartment Unit at PT. Gapura Prima Group. The method used was explanatory research with a sample of 86 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study location have a significant effect on purchasing decisions of 42.0%, the hypothesis test obtained significance of 0,000 <0.05. The selling price has a significant effect on the purchase decision of 46.9%, the hypothesis test obtained a significance of 0,000 <0.05. Location and selling price simultaneously have a significant effect on the purchase decision of Bailey's City Ciputat Apartment Unit by 56.2%, the hypothesis test obtained significance of 0,000 <0.05.

Keywords

Location; selling price; purchase decision.

Full Text:

PDF

References

Adisaputro, G. (2010). Manajemen Pemasaran Analisis Untuk Perancangan Strategi Pemasaran. UPP STIM YKPN.

Aprisal, D. (2017). Pengaruh Kualitas Produk, Harga, Promosi Dan Lokasi Terhadap Keputusan Pembelian. eJournal Ilmu Administrasi Bisnis.

Arian, D. W. (2014). Manajemen Operasi Jasa. Manajemen Operasi. https://doi.org/10.1177/004057368303900411

Assauri, S. (2008). Manajemen Produksi dan Operasi. Jakarta: Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.

Fahmi, I. (2014). Manajemen Keuangan Perusahaan dan Pasar Modal. Manajemen Keuangan Perusahaan dan Pasar Modal.

Ghanimata, F. (2012). Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian. Skripsi.

Kotler dan Amstrong. (2008). Prinsip-Prinsip Pemasaran Jilid I. In Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.

Lupiyoadi. (2011). Manajemen Pemasaran Jasa Teori dan Praktik. In Salemba Empat. https://doi.org/10.1002/cb.84

Nurbaity L, A. (2014). Strategi Pemasaran dalam Persaingan Bisnis. Universitas Sumatra Utara.

Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen dan Strategi Pemasaran. In salemba empat.

Rofiq, A., & Hufron, M. (2018). Pengaruh Kualitas Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian Di Powernoise Store Studi Kasus Pada Konsumen Powernoise Store Malang. Jurnal Ilmiah Riset Manajemen.

Rudianto. (2013). Akuntansi Manajemen Informasi untuk Pengmbilan Keputusan Strategis. In Akuntansi Manajemen.

Sinambow, S., & Trang, I. (2015). Pengaruh Harga, Lokasi, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Toko Komputer Game Zona Mega Mall Manando. Emba Issn 2303-11.

Sutisna. (2003). Perilaku Konsumen: Teori dan penerapannya dalam Pemasaran. Ghalia Indonesia, Jakarta. https://doi.org/10.1007/BF01013984

Swastha, Basu, I. (2014). Manajemen Pemasaran Modern. In Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004

Tjiptono, F. (2015). Strategi Pemasaran. Edisi 4. In Andi: Yogyakarta.