Pengaruh strategi promosi dan kualitas produk terhadap keputusan pembelian rumah type 36 perumahan subsidi
DOI:
https://doi.org/10.30872/jakt.v20i3.13845Keywords:
Strategi promosi, kualitas produk, keputusan pembelianAbstract
Penelitian ini bertujuan untuk: 1.Mengetahui pengaruh strategi promosi dan kualitas produk terhadap keputusan pembelian Rumah Type 36 Perumahan Subsidi Griya Masagena 4, 2. Untuk mengetahui pengaruh startegi promosi dan kualitas produk secara simultan terhadap keputusan pembelian Rumah Type 36 Perumahan Subsidi Griya Masagena 4. Jenis data pada penelitian ini meliputi data kuantitatif dan data kualitatif sedangkan sumber data yakni data primer dan sekunder dengan sampel sebanyak 60 orang. Teknik Pengelolaan dan analisis data dengan Uji Validitas, Uji Reabilitas, Uji Analisis Regresi Linear Berganda, Uji Parsial (Uji-t), Uji Simultan (Uji Statistik f) dan Uji Koefisien Determinasi (R2). Hasil penelitian ini menunjukkan nilai thitung 3,717>ttabel 2,002 dimaknai berpengaruh parsial, nilai coefficients regresi harga dengan arah positif sebesar 0,445 sementara itu nilai signifikansinya 0,000<0,05 dimaknai signifikan, sehingga strategi promosi berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian Rumah Type 36 Perumahan Subsidi Griya Masagena 4”. Penelitian ini menunjukkan nilai thitung 2,096>ttabel 2,002 dimaknai berpengaruh parsial, nilai coefficients regresi kualitas produk dengan arah positif sebesar 0,293 sementara itu nilai signifikansinya 0,040<0,05 dimaknai signifikan. Hasil analisis ini dapat dimaknai bahwa kualitas produk berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian Rumah Type 36 Perumahan Subsidi Griya Masagena 4.
References
This study aims to: 1. To determine the effect of promotion strategy and product quality on purchasing decisions of Type 36 Housing Subsidized Housing Griya Masagena 4, 2. To determine the simultaneous effect of promotional strategies and product quality on purchasing decisions of Type 36 Subsidized Housing Griya Masagena 4. The types of data in this study include quantitative data and qualitative data while the data sources are primary and secondary data with a sample of 60 people. Management techniques and data analysis with Validity Test, Reliability Test, Multiple Linear Regression Analysis Test, Partial Test (t-test), Simultaneous Test (Statistics f test) and Coefficient of Determination Test (R2). The results of this study indicate that the tcount 3.717> ttable 2.002 is interpreted as having a partial effect, the price regression coefficients value with a positive direction is 0.445 while the significance value is 0.000 <0.05 is interpreted as significant, so that the promotion strategy has a positive and partially significant effect on the purchase decision of Type 36 House Griya Masagena Subsidized Housing 4”. This study shows that the value of tcount 2.096> ttable 2.002 is interpreted as having a partial effect, the value of the product quality regression coefficients with a positive direction is 0.293 while the significance value is 0.040<0.05 which is significant. The results of this analysis can be interpreted that product quality has a positive and significant partial effect on purchasing decisions for Type 36 Housing Subsidized Housing Griya Masagena 4.
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AKUNTABEL: Jurnal Akuntansi dan Keuangan
pISSN: 0216-7743 eISSN: 2528-1135
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