Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Apartemen di Kota Batam

Steven, Johanes (2019) Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Apartemen di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Keputusan pembelian dikatakan sebagai proses mempertimbangkan hal yang di lakukan pelanggan potensial ketika mau membeli suatu produk atau layanan. Ada beberapa faktor yang sering kali memberikan dampak pada keputusan pembelian seperti harga, kualitas, lokasi, dan citra merk dari suatu produk atau layanan. Teknik pengambilan sampel yang peneliti pakai merupakan teknik non-probability sampling yaitu menggunakan teknik purposive sampling atau pemilihan sampel sesuai dengan kategori yang ditentukan yaitu para pelanggan potensial yang mengunjungi pameran apartemen atau Marketing Gallery dengan kuantiti sampel 300 responden. Hasil studi ini menyatakan variabel Price dan Quality berdampak signifikan positif pada variabel Purchase Decision, sedangkan variabel Location dan Brand Image tidak berdampak signifikan pada variabel Purchase Decision. ********************************************************************** Purchasing decisions are said to be the process of considering what potential customers do when they want to buy a product or service. There are several factors that often have an impact on purchasing decisions such as price, quality, location, and brand image of a product or service. The sampling technique that researchers used was a non-probability sampling technique that used a purposive sampling technique or sample selection in accordance with the specified category, namely potential customers who visited an apartment exhibition or Marketing Gallery with a sample quantity of 300 respondents. The results of this study are able to state that the Price and Quality variables have a significant positive effect on the Purchase Decision variable, while the Location and Brand Image variables do not have a significant impact on the Purchase Decision variable.

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