Pengaruh Promosi, Lokasi, dan Fasilitas terhadap Keputusan Pembelian Rumah Subsidi di PT. Fritz Orlando Realty (Studi Kasus Perumahan Green Orlando Village)

Abstract

Penelitian bertujuan untuk mengetahui sejauh mana pengaruh promosi, lokasi dan fasilitas terhadap keputusan pembelian rumah subsidi di PT. Fritz Orlando Realty. Jenis penelitian yang digunakan adalah penelitian asosiatif dengan pendekatan kuantitatif. Teknik sampel yang digunakan dalam penelitian ini yaitu menggunakan sampel teknik nonprobability sampling dan menggunakan keseluruhan jumlah dari sampel menjadi populasi karena jumlah populasinya kecil yaitu sebanyak 82 responden. Pengujian data digunakan dengan perangkat lunak SPSS versi 26. Teknik analisis data yang digunakan yaitu uji validitas, uji realibilitas, uji asumsi klasik, uji statistik dan uji hipotesis. Berdasarkan uji hipotesis (Uji t) Promosi berpengaruh positif namun tidak signifikan terhadap keputusan pembelian rumah subsidi di PT. Fritz Orlando Realty, dimana nilai thitung 1.824 > ttabel 1,664 dan signifikansi yang dihasilkan sebesar 0,072 < 0,05, maka H0 ditolak dan H1 diterima. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian rumah subsidi di PT. Fritz Orlando Realty, dimana nilai thitung 2.156 > ttabel 1,664 dan nilai signifikansi yang dihasilkan sebesar 0,034 < 0,05, maka H0 ditolak dan H2 diterimah. Fasilitas berpengaruh positif dan signifikan terhadap keputusan pembelian rumah subsidi di PT. Fritz Orlando Realty, dimana nilai thitung 4.004 > ttabel 1,664 dan nilai signifikansi yang dihasilkan sebesar 0,000 < 0,05, maka H0 ditolak dan H3 diterima. Hasil penelitian menunjukan bahwa Uji F Promosi, Lokasi dan Fasilitas berpengaruh positif dan signifikan secara simultan terhadap keputusan pembelian dengan nilai Fhitung 23.128 > Ftabel 2,72 dan signifikansi Fsig 0,00 < 0,05. The study aims to determine the extent of the influence of promotion, location and facilities on the decision to purchase subsidized houses at PT. Fritz Orlando Realty. The type of research used is associative research with a quantitative approach. The sample technique used in this study is using a sample of nonprobability sampling techniques and using the entire number of samples into a population because the population is small at 82 respondents. Data testing is used with SPSS software version 26. The data analysis techniques used are validity tests, reality tests, classical assumption tests, statistical tests and hypothesis tests. Based on the hypothesis test (Test t) Promotion has a positive but not significant effect on the decision to buy subsidized houses at PT. Fritz Orlando Realty, where the value thitung 1.824 > ttabel 1,664 and the resulting significance amounted to 0,072 < 0,05, then H0 is rejected and H1 is accepted. Location has a positive and significant influence on the decision to purchase subsidized houses at PT. Fritz Orlando Realty, where the value Location has a positive and significant influence on the decision to purchase subsidized houses at PT. Fritz Orlando Realty, where the value thitung 2.156 > ttabel 1,664 and the resulting significance value is as much as 0,034 < 0,05, then H0 is rejected and H2 is accepted. Facilities have a positive and significant influence on the decision to purchase subsidized houses at PT. Fritz Orlando Realty, where the value thitung 4.004 > ttabel 1,664 and the resulting significance value is as much as 0,000 < 0,05, then H0 is rejected and H3 is accepted. The results showed that Test F Promotion, Location and Facilities had a positive and significant effect simultaneously on purchasing decisions with value Fhitung 23.128 > Ftabel 2,72 and significance Fsig 0,00 < 0,05.