Pengaruh Event Marketing, Konsep Perumahan Dan Lokasi Terhadap Keputusan Pembelian Rumah Pada PT. Bhumi Inti Propertindo Singaraja
Abstract
The purpose of this study was to determine the impact of event marketing, housing concepts and location on home purchase decisions at Bhumi Inti Propertindo Singaraja. The examination procedure used in this research is validity and reliability test, classical assumption test, multiple linear regression analysis, t-test, analysis of determination and f-test test. The results of the review show that the promotion mix influences the decision to purchase a house at Bhumi Inti Propertindo Singaraja. From the test results with the T test, it shows that event marketing has a significant effect on home buying decisions. The housing concept influences the decision to buy a house at Bhumi Inti Propertindo Singaraja. From the test results with the T test shows that the concept of housing affects the decision to buy a house. Location has a direct effect on home purchase decisions at Bhumi Inti Propertindo Singaraja. From the test results with the T test shows that the location affects the decision to buy a house. Judging from the f-test, it is found that the F-count > F-table is 212,297 > 3.12, this shows that event marketing, housing concepts and location basically affect the decision to buy a house with a sig level. big. 0.000 < 0.050.
Keywords : event marketing, housing concept, location, home buying decisions
References
Atmanegara, S. Y., Cahyono, D., Qomariah, N., & Sanosra, A. (2019). Pengaruh kualitas pelayanan, citra perusahaan, dan lokasi terhadap kepuasan konsumen Hotel Ijen View Bondowoso. Jurnal Sains Manajemen Dan Bisnis Indonesia, 9(1), 79–89.
Fajrin, F. V., & Wibowo, S. (2018). Pengaruh Event Marketing Terhadap Brand Image Pada PT Pikiran Rakyat Bandung Tahun 2018. EProceedings of Applied Science, 4(2).
Gunawan, H., & Ayuningtiyas, K. (2018). Pengaruh Kepercayaan, Kemudahan Dan Kualitas Informasi Terhadap Keputusan Pembelian Daring Di Aplikasi Bukalapak Pada Mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 2(1), 152–165.
Husen, A., Sumowo, S., & Rozi, A. F. (2018). Pengaruh lokasi, citra merek dan Word Of Mouth terhadap keputusan pembelian konsumen mie ayam solo bangsal jember. Jurnal Manajemen Dan Bisnis Indonesia, 4(2), 127–143.
Meitasari, V. T., & Setiawati, C. I. (2020). Pengaruh Event Marketing Terhadap Keputusan Pembelian Produk Fashion Lokal Dikalangan Pengunjung Kickfest Bandung Tahun 2019. EProceedings of Management, 7(2).
Mukarromah, D. S., & Rofiah, C. (2019). Pengaruh Citra Merek, Desain Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Merek Bata. Jurnal Riset Manajemen Dan Bisnis Dewantara (JMD), 2(1), 27–36.
Putri, A. R. (2021). Event Sebagai Media Branding Institusi. Dakwatuna: Jurnal Dakwah Dan Komunikasi Islam, 7(1), 21–41.
Ramadhan, D., & Mahargiono, P. B. (2020). Pengaruh Harga, Kualitas Produk, Store Atmosphere Dan Lokasi Terhadap Kepuasan Pelanggan Pada Tepi Barat Rumah Kopi Rungkut Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 9(6).
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). Pengaruh Lokasi, Promosi Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Pada Perumahan Kawanua Emerald City Manado. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(1).
Yudapatty, S., Sutopo, H., & Bramastyo, R. M. (2021). Pengaruh Lokasi, Produk, dan Harga terhadap Keputusan Pembelian Kopi Admiral Navy Coffee Café di Surabaya. UBHARA Management Journal, 1(1), 1–8
