PENGARUHLOKASI DAN HARGA PADA PROMOSI DAN IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN APARTEMEN PT.WIKA REALTY (Studi Kasus Pada Apartemen Tamansari Sky Hive)

SENOAJI, BONNY (2022) PENGARUHLOKASI DAN HARGA PADA PROMOSI DAN IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN APARTEMEN PT.WIKA REALTY (Studi Kasus Pada Apartemen Tamansari Sky Hive). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Location, Price and Promotion on Purchasing decisions. This study also examines the indirect effect of Location and Price on Purchasing Decisions with Promotion as a mediating or intervening variable. The study was conducted on Sky Hive Apartment Consumers who have experienced the experience since taking the NUP (Order Number) to make Unit Purchases with a Non Probability sampling method. The number of respondents who participated in this study were 48 respondents. Data collection was carried out through a questionnaire with a Likert scale of 1-5. The method and analysis tool are Partial Least Square (PLS) with Smart PLS Software 3. The results of the study show that Location has a significant positive effect on Promotional decisions, Prices have a significant positive effect on Promotions, Promotions have a significant positive effect on Purchasing Decisions, Locations have a Significantly Positive Effect on Decisions Purchases but Prices have a Significant Negative Direct Effect on Purchasing Decisions. Choosing a Promotion as a Mediating / Intervening Variable increases the effect of Location Variables and makes the Price effect positive by providing Location Information and Price Investment Benefits so that it increases confidence in Buying by Consumers Keywords: Keywords: Location, Price, Promotion, Decision to Purchase Tamansari Sky Hive Apartment Unit. Studi ini bertujuan untuk mengetahui pengaruh Lokasi, Harga dan Promosi terhadap keputusan Pembelian . Penelitian ini juga menguji pengaruh tidak langsung Lokasi dan Harga terhadap Keputusan Pembelian dengan Promosi sebagai variabel mediasi atau intervening . Penelitian dilakukan pada Konsumen Apartemen Sky Hive yang telah mengalami Experience sejak pengambilan NUP (Nomor Urut Pemesanan) hingga melakukan Pembelian Unit dengan metode pengambilan sampel Non Probability sampling. Jumlah responden yang berpartisipasi dalam penelitian ini sebanyak 48 responden. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert 1-5. Metode dan alat analisis adalah Partial Least Square (PLS) dengan Software Smart PLS 3. Hasil studi menunjukkan bahwa Lokasi berpengaruh positif signifikan terhadap keputusan Promosi, Harga berpengaruh Positif signifikan terhadap Promosi, Promosi berpengaruh positif signifikan terhadap Keputusan Pembelian, Lokasi berpengaruh Positif Signifikan terhadap Keputusan Pembelian namun Harga berpengaruh Langsung Negatif Signifikan terhadap Keputusan Pembelian. Pemilihan Promosi sebagai Variabel Mediasi / Intervening meningkatkan meningkatkan pengaruh Variable Lokasi dan membuat pengaruh Harga menjadi Positif dengan memberikan Informasi Lokasi dan Manfaat Investasi Harga sehingga menambah keyakinan melakukan Pembelian oleh Konsumen. Kata Kunci : Lokasi , Harga, Promosi, Keputusan Pembelian, Apartemen Tamansari Sky Hive.

Item Type: Thesis (S2)
Call Number CD: CD/551. 22 004
NIM/NIDN Creators: 55117320018
Uncontrolled Keywords: Lokasi , Harga, Promosi, Keputusan Pembelian, Apartemen Tamansari Sky Hive
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 640.1-640.9 Standard Subdivisions of Home Economic and Family Living/Subdivisi Standar Dari Kesejahteraan Rumah Tangga dan Kehidupan Keluarga
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Jun 2022 04:24
Last Modified: 03 Jun 2022 04:24
URI: http://repository.mercubuana.ac.id/id/eprint/62560

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