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Suriani, Seri
Universitas Bosowa
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Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Rumah Subsidi pada PT Tiga Maha Rewa Perumahan Griya Hartacu Gowa Raykhan, Muh. Qahfi; Idris, Muhammad; Suriani, Seri
Journal of Economy Business Development Vol. 3 No. 3 (2025): Journal of Economy Business Development, Desember 2025
Publisher : Program Studi Manajemen Universitas Bosowa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56326/jebd.v3i3.3667

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian rumah subsidi pada PT Tiga Maha Rewa Perumahan Griya Hartacu Gowa. Keputusan pembelian rumah subsidi menjadi isu penting seiring meningkatnya kebutuhan hunian yang layak dan terjangkau bagi masyarakat berpenghasilan menengah ke bawah. Bauran pemasaran dipandang sebagai pendekatan strategis yang mampu memengaruhi persepsi dan preferensi konsumen dalam memilih produk perumahan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei, di mana data diperoleh melalui penyebaran kuesioner kepada seluruh konsumen perumahan Griya Hartacu Gowa yang berjumlah 200 responden. Variabel independen yang dianalisis meliputi produk, harga, lokasi, promosi, orang, proses, dan bukti fisik, sedangkan variabel dependen adalah keputusan pembelian. Teknik analisis data menggunakan regresi linier berganda untuk menguji pengaruh variabel secara parsial dan simultan. Hasil penelitian menunjukkan bahwa produk, harga, lokasi, orang, dan proses memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sementara promosi dan bukti fisik menunjukkan pengaruh negatif yang signifikan. Temuan ini mengindikasikan bahwa keputusan pembelian rumah subsidi dipengaruhi oleh kombinasi faktor fungsional, ekonomis, dan pelayanan yang dirasakan konsumen. Penelitian ini diharapkan dapat memberikan kontribusi empiris dalam pengembangan kajian pemasaran properti serta menjadi bahan pertimbangan strategis bagi pengembang perumahan subsidi dalam merancang kebijakan pemasaran yang lebih efektif. This study aims to analyze the effect of the marketing mix on subsidized housing purchase decisions at PT Tiga Maha Rewa Griya Hartacu Gowa Housing. Purchasing decisions for subsidized housing have become an important issue along with the increasing demand for affordable and adequate housing among middle- to lower-income communities. The marketing mix is viewed as a strategic approach that can influence consumer perceptions and preferences in choosing housing products. This study employs a quantitative approach using a survey design, with data collected through questionnaires distributed to all consumers of Griya Hartacu Gowa Housing, totaling 200 respondents. The independent variables examined include product, price, location, promotion, people, process, and physical evidence, while the dependent variable is the purchase decision. Data analysis was conducted using multiple linear regression to examine both partial and simultaneous effects of the variables. The results indicate that product, price, location, people, and process have a positive and significant effect on purchase decisions, whereas promotion and physical evidence show a significant negative effect. These findings suggest that subsidized housing purchase decisions are shaped by a combination of functional, economic, and service-related factors perceived by consumers. This study is expected to contribute empirically to the development of property marketing studies and provide strategic insights for subsidized housing developers in formulating more effective marketing policies.
Co-Authors -, Chahyono A Amiruddin A. Arifuddin Mane A. Diana Dimiyanti Abduh, Thamrin Abdul Basir Abdul Karim Abdul Majid Bakri Abidin, Hadi Yusran Zaenal Abubakar, Herminawaty Abustan Abustan Amelya, Putri Andi Idham Danal Ashar Andi Sanjaya Andi Sunrah Andri Azhari Arfan Andy Emmywati Sappewali Arifin Djakasaputra Ariska, Nur Auditya Amelia Irwan Bahar, Bachtiar Baharuddin, Sitti Mujahida Bakri, Asri Ady Cangara, Satriawati Chahyono, Chahyono Deni Apriansyah Dewi, Derna La Dian Indah Sari Eka Safitri Erni Indrawati F Febriansyah Fahmi, Afdal Fajrin, Fajrin T Fatmasari Fatmasari Fatmawati, Fatmawati Fauzan, Muhammad Afdhal Febrianti Febrianti Febriawan, Febriawan Firman Menne Frederik Munda G Gunawan H Hasrif Haeruddin Haeruddin Saleh Hamsiah, Andi Hasanuddin Remmang, Hasanuddin Herlinda Herlinda, Herlinda Hermi Abubakar Herminawati Abubakar Herminawati Abubakar, Herminawati Herminawaty Abubakar Ida Ayu Putu Megawati Ilham, Iqra Setiwan Indrayani Nur Irwan Moridu Irwan Moridu Iryansyah, Muhammad Rezky Ismail, M. Adil Iwan Perwira Jumarding, Ahmad Kafrawi Yunus Kafrawi Yunus Kaslam Kaslam Kurniawaty Kurniawaty Manglo, Bergita Satti Marjuni, Sukmawati Maryam Sangadji Miah Said Miah Said Moelier, Dahlia Dahlima Mokoginta, Kurnia Febrianto Muh. Firmansyah A. Saputra Muhammad Idris Muhammad Rahmatullah Azis Muhammad Yusuf Saleh Muhammad Yusuf Saleh Muhlis Ruslan Noviyanti, Hasni Nufriany Wahyuni Djamin Nur Naninsih Nur Ridawati Cammelia Ridwan nur, Indrayani Nur, Muhammad Ichsan M. Nurapni Aulia Sulkipli Nurcahya Hartaty Posumah Nurdin, Uziyana Permatasari Nurjaman, Dede Ilyas Nurjannah, Nurjannah B. Nurpitasari, Nurpitasari Oesman Lewangka Pandere, Perawati Pappa, Lira Parapat, Apriasnyah Patandean, Abu Ramli, Kaharuddin Rante, Dewi Raykhan, Muh. Qahfi Resfin, Resfin Riwang, Dewidah Angreini Ruslan, Muhlis S, Lukman Salam, Ermawati Abdul Saleh, Muh. Yusuf Samuel PD Anantadjaya Sandy Sanggaria Setiawan, Adil Setiawan, Lukman Sitti Mujahida Baharuddin Sitti Mujahidah St. Asraeni Sukmawati Mardjuni Sukmawati Mardjuni, Sukmawati Syahruddin Syahruddin Syam, Muhammad Nur Syamsir Alam Tandek, Putri Jesika Tasrim, Tasrim Thamrin Abduh Thanwain Thanwain Thanwain, Thanwain Todingbua, Una Novalely Tri Ayu Lestari Putri Armilasari Ugi, Andi Batari Vano, Vinson Viskha, Jein Wiharja, Elizabeth Lisya