Pengaruh Persepsi Harga, Lokasi dan Fasilitas Terhadap Keputusan Pembelian Pada Perumahan Unram Residence PT. Varindo Lombok Inti
DOI:
10.29303/alexandria.v6i2.1119Published:
2025-09-30Downloads
Abstract
The purpose of this study is to determine the effect of price perception, location, and facilities on consumers' decisions to purchase houses at Unram Residence. This study is based on fierce competition in the property market and high demand for housing in Mataram City, especially around Mataram University. This study employs a quantitative and associative approach. After collecting data through a questionnaire administered to 60 individuals who purchased homes at Unram Residence, multiple linear regression was conducted using Microsoft Office Excel and Statistical Product and Service Solution (SPSS) software. The results indicate that price perception, location, and facilities partially influence consumers' purchasing decisions at Unram Residence. Recommendations for PT. Varindo Lombok Inti include optimizing pricing, location, and facility strategies through dynamic and sustainable approaches. Future researchers are advised to expand the study by exploring psychological factors, brand perception, and the influence of social media for a more comprehensive understanding of purchasing decisions.
Keywords:
Price Perception Location Facilities Purchase DecisionReferences
Fandy Tjiptono dan Gregorius Chandra. (2016). Service, Quality & Satisfaction, (4th ed.). CV Andi Offset.
Kotler, P. dan K. L. K. (2016). Manajemen Pemasaran. In PT. Indeks (Ed.), Manajemen Pemasaran (12th ed.). PT. Indeks.
Lupiyoadi, R. (2018). Manajemen pemasaran jasa: Berbasis kompetensi; edisi 3.
Nasution. (2005). Manajemen mutu terpadu (Total Quality Management). Ghalia Indonesia.
Setiadi, N. J., & SE, M. M. (2015). Perilaku Konsumen: edisi revisi. Kencana.
License
Copyright (c) 2025 Deny zulfan Husaini, Rusminah HS
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
