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All Journal Journal of Management and Bussines (JOMB)
Moh. Heriski Ramadan
Universitas Djuanda Bogor

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Harga dan Lokasi terhadap Keputusan Pembelian di Perumahan Griya Alam Nusantara Tipe 36/72 Moh. Heriski Ramadan; Erni Yuningsih; Endang Silaningsih
Journal of Management and Bussines (JOMB) Vol 6 No 3 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i3.11296

Abstract

This research aims to identify the impact of marketing variables (price and location) on consumer purchasing decisions. The research method used was non-probability sampling using a questionnaire as an instrument to collect data from 163 respondents. The research results show that simultaneously, price and location have a positive and significant effect on purchasing decisions, with an R Square value of 59.8%. The remaining 40.2% was influenced by other factors not examined in this study. Partially, price and location also have a significant influence on purchasing decisions. The research results show that the location variable has a greater influence than the price variable on purchasing decisions in Griya Alam Nusantara Type 36/72 housing. The conclusion is that in the context of Griya Alam Nusantara Type 36/72 housing, both price and location are crucial factors that need to be considered in determining consumer purchasing decisions. Keywords: Price, Purchase Decision, Location
Co-Authors Endang Silaningsih Erni Yuningsih