THE INFLUENCE OF LOCATION, PRICE, AND PROMOTIONS ON THE DECISION TO PURCHASE SUBSIDIZED HOUSING

Rizkia Mulia Azizah; Sri Zuliarni

doi:10.56633/mbisku.v3i2.1596

Authors

Rizkia Mulia Azizah Politeknik Negeri Batam, Indonesia
Sri Zuliarni Politeknik Negeri Batam, Indonesia https://orcid.org/0009-0008-9925-396X

DOI:

https://doi.org/10.56633/mbisku.v3i2.1596

Keywords:

Location, Price, Promotions, Purchasing Decisions, Subsidized Housing

Abstract

This study aims to analyze the influence of location, price, and promotion on the decision to purchase a subsidized home in the Bintan Taman Deli Housing Complex owned by PT Cahaya Anugrah Ramadhan. This study employs a quantitative approach. The study population consists of all actual buyers who meet the study criteria at the Bintan Taman Deli Housing Complex, with a total of 51 respondents. Data collection was conducted through interviews, questionnaires, and documentation. Data analysis utilized multiple linear regression with the assistance of SPSS 26. The tests included validity and reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, the t-test, and the F-test. The results indicate that, when analyzed individually, location does not yet show a significant influence on the purchase decision. The price and promotion variables have a positive and significant effect on purchasing decisions. Simultaneously, the location, price, and promotion variables are significant based on the F-test. The coefficient of determination value of 68.9% indicates that 68.9% of the variation in purchasing decisions can be explained by the location, price, and promotion variables, while the remaining 31.1% is explained by other factors outside the research model. The results of this study are limited to actual homebuyers in the Bintan Taman Deli Housing Complex and cannot be directly generalized to all prospective buyers of subsidized homes.

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