Pengaruh Promosi dan Lokasi Terhadap Keputusan Pembelian Kredit Pemilikan Rumah (KPR) Perumahan Griya Azzahra Kota Banjar

Yuli Ardila; Yogi Sugiarto Maulana

Yuli Ardila STISIP Bina Putera Banjar
Yogi Sugiarto Maulana STISIP Bina Putera Banjar

Keywords: Promotion, Location, Purchase Decision, Housing

Abstract

The problem found was that several developer companies in Banjar City experienced a decline in sales. One of the housing complexes that experienced a decline was PT. Singgasana Graha Sentosa. Griya Azzahra housing has a significant decline of around 50% - 70% in the last few years. For this reason, this research aims to find out how promotions and location can influence purchasing decisions. The research method used is a quantitative descriptive method. The population in this research is all house buyers/consumers in the Griya Azzahra housing complex, Banjar City, totaling 115 respondents. The sampling technique used was the Non-Probability Sampling technique, obtaining 54 respondents. Based on the research results, it show that consumer decisions in purchasing home ownership credit (KPR) for Griya Azzahra housing in Banjar City are 47.5% influenced by promotions. Consumer decisions in purchasing home ownership credit (KPR) for Griya Azzahra housing in Banjar City are 50.7% influenced by location, Consumer Decisions in Purchasing Home Ownership Credit (KPR) for Griya Azzahra Housing in Banjar City are 60.5% influenced by promotions and location.

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