Pengaruh Strategi Pemasaran Terhadap Keputusan Pembelian Perumahan (Studi Pada PT. Roni Laila Abadi Di Lumajang)

Abstract

Marketing management is a planning tool for a company program that has been designed to meet company goals. One of the plans used by the company is to use a marketing strategy in marketing its products. The purpose of this study was to determine the effect of marketing strategy on housing purchase decisions (study at PT. Roni Laila Abadi in Lumajang). In determining the sample using nonprobability sampling that is purposive sampling with the number of respondents as many as 80 respondents. The data obtained by distributing questionnaires were analyzed using multiple linear regression analysis techniques. The test results in this study indicate that product, promotion, people, process and physical evidence variables have a positive impact on purchasing decisions, while location and price have no significant positive impact on purchasing decisions. then simultaneously the variables of product, price, location, promotion, people, process and physical evidence have an effect on purchasing decisions on housing.