Pengaruh Lokasi dan Strategi Marketing terhadap Minat Beli Konsumen di Perumahan Sagrat PT. Rizky Kurnia Abadi Kota Bitung

Oktaviani Ramenusa (Sekolah Tinggi Bisnis dan Manajemen Dua Sudara)
Arjuna Askardani Beu (Sekolah Tinggi Bisnis dan Manajemen Dua Sudara)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen

This research was conducted on the Housing Sales of PT Rizky Kurnia Abadi Bitung City. Research title The Influence of Location and Marketing Strategy on Consumer Buying Interest. The purpose of this study is to determine the influence of Location on Consumer Buying Interest, the influence of Marketing Strategy on Consumer Buying Interest, and the effect of Location and Marketing Strategy simultaneously on Consumer Buying Interest. The data in this study are primary and secondary data obtained by the questionnaire. The population in this study is all consumers in PT Rizky Kurnia Abadi Bitung City. The sample in this study amounted to 50 respondents with a simple random sampling technique. The data obtained were processed by validity, reliability, classical assumption test, correlation test, t test, f test, determination coefficient test, and multiple linear regression analysis test. Based on the results of the study, it is stated that in terms of location (X1) affects consumer buying interest. Marketing Strategy (X2) affects Consumer Buying Interest. simultaneously Location and Marketing Strategy have a significant effect on Consumer Buying Interest.