Raihan, Muhammad (2025) Pengaruh Promosi Penjualan, Fasilitas dan Harga Terhadap Keputusan Pembelian Rumah Cluster dengan Persepsi Nilai Sebagai Intervening (Studi Kasus Pada Perumahan Bali Pavillion Kecamatan Bukit Raya Kota Pekanbaru). Masters thesis, Universitas Islam Riau.

Text skripsi_235222041_watermark.pdf - Submitted Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

This study aims to analyze the influence of sales promotion, facilities, and price on the purchasing decision of houses in the Bali Pavillion Cluster Housing, developed by PT. Tri Kencana Sejati. This housing has advantages in terms of strategic location with good road access, close to public facilities and transportation. This study uses a causal approach to show the cause-and-effect relationship between the variables being studied, namely sales promotion, facilities, price, perceived value, and purchasing decision. Data was obtained through an online questionnaire distribution (Google Forms) sent to consumers or residents of Bali Pavillion housing. The study is divided into two types of studies: descriptive and causal. The analysis results show that sales promotion and price have a significant impact on perceived value and purchasing decisions. Meanwhile, housing facilities do not have a significant impact on perceived value or purchasing decisions. These findings indicate that consumers prioritize promotions and price when making purchasing decisions, rather than the facilities provided by the housing. This research provides valuable insights for property developers in designing more effective marketing strategies to attract potential buyers.

Actions (login required)

View Item