Published: 2024-06-01

Pengaruh Brand Image, Harga, Dan Lokasi Terhadap Keputusan Pembelian Rumah Di Pt Riscon Victory (Studi Kasus Pada Perumahan Grand Riscon Rancaekek)

DOI: 10.35870/jemsi.v10i3.2416

Muhammad Adli Qur’ani, Arie Hendra Saputro, Erna Herlinawati
  • Muhammad Adli Qur’ani: Universitas Indonesia Membangun (INABA) , Indonesia
  • Arie Hendra Saputro: Affiliation name not available , Indonesia
  • Erna Herlinawati: Universitas Indonesia Membangun (INABA) , Indonesia
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Abstract

Penelitian ini memiliki tujuan untuk memahami bagaimana Brand Image, Harga dan Lokasi memengaruhi keputusan pembelian rumah di PT Riscon Victory, khususnya di Perumahan Grand Riscon Rancaekek. Dengan memahami faktor-faktor ini, diharapkan dapat memberikan wawasan yang berharga bagi PT Riscon Victory dalam mengembangkan strategi pemasaran dan penjualan mereka di Perumahan Grand Riscon Rancaekek. Metode Kuantitatif dengan pendekatan deskritif dan verifikatif telah digunakan di penelitian ini, sedangkan data yang dipergunakan merupakan gabungan dari data primer dan skunder. Data primer didapatkan secara langsung dari konsumen Perumahan Grand Riscon Rancaekek melalui pengisian kuesioner tentang Brand Image, Harga dan Lokasi, dan Keputusan Pembelian. Sementara itu, data sekunder adalah informasi yang sudah ada sebelumnya atau tersedia dari sumber lain seperti sejarah perusahaan, literatur, dan artikel yang relevan. Responden yang digunakan berjumlah 100 yang diperoleh melalui penerapan rumus slovin pada total populasi konsumen Perumahan Grand Riscon Rancaekek yang berjumlah 1.225 orang. Berdasarkan hasil uji statistik, disimpulkan bahwa variabel Brand Image, Harga dan Lokasi mempengaruhi keputusan pembelian secara bersamaan. Hasil pengujian hipotesis menentukan keputusan diterimanya hipotesis. Dengan demikian, dengan Fhitung 31,544 dan p-value (sig) 0,000, H5 diterima, yang menunjukkan bahwa Brand Image, Harga dan Lokasi memiliki pengaruh bersamaan pada Keputusan Pembelian. Koefisien determinasi menunjukkan bahwa variabel-variabel tersebut memberikan hubungan simultan sebesar 70,5% dan pengaruh faktor lain menyumbang 29,5% sisa.

Keywords

Brand Image, Harga dan Lokasi dan Keputusan Pembelian

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Muhammad Adli Qur’ani, Arie Hendra Saputro, & Erna Herlinawati. (2024). Pengaruh Brand Image, Harga, Dan Lokasi Terhadap Keputusan Pembelian Rumah Di Pt Riscon Victory (Studi Kasus Pada Perumahan Grand Riscon Rancaekek). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 1500-1511. https://doi.org/10.35870/jemsi.v10i3.2416
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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