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Pengaruh Promosi dan Lokasi terhadap Keputusan Pembelian Rumah pada PT Harmony Land Group di Kota Depok

Year: 2025

Type: article

Abstract: Competition in the property industry requires development companies to implement the right marketing strategy to attract consumer interest. Effective promotion and strategic location selection are important factors in influencing home buying decisions. This study aims to determine how much influence promotion and location have, both partially and simultaneously, on house purchase decisions at PT Harmony Land Group in Depok City. The research method used is a quantitative approach with purposive sampling technique on 63 respondents. Data collection was carried out through questionnaires, observations, and literature studies, and analyzed using SPSS version 25 through validity, reliability, classical assumption, multiple linear regression, t test, and F test tests. The results showed that promotion has a significant effect on purchasing decisions (sig. 0.000 < 0.05; t count 6.231 > t table 2.00030), as well as location (sig. 0.028 < 0.05; t count 2.252 > t table 2.00030). Simultaneously, promotion and location have a significant effect on purchasing decisions with a calculated F value of 25.949> F table 2.39 and a significance of 0.000 <0.05. This finding confirms that optimal promotion and strategic location can increase house purchase decisions. Furthermore, the study highlights the importance of a strong connection between marketing strategies and consumer behavior. While promotion can attract attention, it is the location that often determines whether a consumer decides to purchase. In this regard, real estate developers must carefully analyze market trends, demographic preferences, and future development potential when selecting a property’s location. By integrating these two factors, development companies can create a competitive advantage and enhance consumer satisfaction. Future research could explore additional variables such as pricing strategies, design features, and customer engagement to further understand the drivers of property purchase decisions.

Source: Global Leadership Organizational Research in Management

DOI: 10.59841/glory.v3i4.3066

Author: Annisa Agistya

Institution: Universitas Bina Sarana Informatika

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Sustainable cities and communities

Open Access status: diamond

OpenAlex ID: W4414717188

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