THE INFLUENCE OF PRICE, PLACE, PROMOTION AND DEVELOPER TOWARDS PURCHASE DECISION OF REAL ESTATE (A CASE STUDY OF GRAND WISATA, TAMBUN, BEKASI)

Abstract

The objective of this research is to analyze the influence of price, place, promotion and developer toward purchase decision of real estate. The research is done in Grand Wisata where 97 respondents of residents selected to fulfill the questionnaire. Variables used in this research are Price (X1), Place (X2), Promotion (X3) and Developer (X4) toward Purchase Decision (Y). The type of data that used in this study is quantitative data and the source that had been used was primary and secondary data. Partially the data was analyzed through windows SPSS 20.00. The statistical test to analyze this research is by using Classical Data Assumption and Multiple Linear Regression using Descriptive Analysis, T-Test and F-Test. According to the result, there will be a positive contribution about 0.255 points from variable Promotion (X3) and 0.430 points from variable Developer (X4) towards Purchase Decision (Y). Besides Multiple Regression Analysis, T-test result is proving that there is two variables that have significant influence towards the dependent variable, which are Promotion (X3) and Developer (X4) that has a score below significance level 0.05. The F-test result is proving that all the variables used in the research is simultaneously having significant influence towards the dependent variable. In conclusion, promotion and developer are the most significant factors which influenced customer for buying a house in Grand Wisata.