IMPLIKASI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN RUMAH DI PERUMAHAN THE AWANI RESIDANCE BANDUNG BARAT
DOI:
https://doi.org/10.61612/jpn.v5i2.171Keywords:
Promotion, Purchase Decision, The Awani Residence Housing ComplexAbstract
Increasing competition in the housing industry requires property developers to implement effective marketing strategies, particularly promotion, in order to influence consumers’ purchase decisions. This study aims to analyse the role of promotion in home purchase decisions at The Awani Residence 3 housing complex, West Bandung Regency. The research employs a quantitative method with a descriptive approach. The population consists of all consumers who purchased houses during the 2022–2023 period, with a total sample of 30 respondents. Data were collected through questionnaires and analysed using the normality test, simple linear regression, partial test (t-test), and the coefficient of determination (R²) with the assistance of SPSS version 26. The results indicate that promotion has a significant effect on purchase decisions, as evidenced by a significance value of 0.000 (< 0.05) and a calculated t-value greater than the critical t-value (7.735 > 6.138). The coefficient of determination of 0.574 demonstrates that promotion accounts for 57% of the variance in purchase decisions, while the remaining 43% is influenced by other factors outside the scope of this study, such as price, location, building quality, and consumers’ economic conditions. These findings confirm that promotion plays a strategic role in enhancing home purchase decisions and should be optimised as part of property developers’ marketing strategies.
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