PENGARUH LOKASI, HARGA, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN DI PERUMAHAN SWAN MENGANTI PARK GRESIK

Abstract

The purchase decision is the stage where the buyer has made his choice and made the purchase of the product. Consumer decision-making to purchase a product begins with an awareness of needs and wants. Furthermore, if it is realized the need and desire, then consumers will seek information about the existence of the desired product.This research aims to determine the influence of location, price and facility variables on purchasing decisions at Swan Housing Menganti Park in Gresik. The population in this research are all consumers who reside in the residential Swan Menganti Park in Gresik. This research uses associative research, the number of samples in this research amounted to 100 respondents. The sample technique used in this research is accidental sampling, where only individuals or groups are encountered or who are willing to be respondents.The data of this research is obtained from questionnaires distributed to respondents. Data analysis technique used in this research is multiple linear regression analysis. The results of the analysis show the location, price, and facility variables are significant together with the purchase decision. This means that purchasing decisions at the Swan Menganti Park housing in Gresik are significantly influenced by location, price, and facilities.
Keywords: location, price, facilities and purchase decision