The Influence Of Brand Image, Promotions And Prices On Housing Purchase Decisions At Amalia Plains House Gowa

Authors

  • Iyan Pratama Putra Institut Teknologi dan Bisnis Nobel Indonesia
  • Yuswari Nur Institut Teknologi dan Bisnis Nobel Indonesia
  • Saharuddin Saharuddin Institut Teknologi dan Bisnis Nobel Indonesia

DOI:

https://doi.org/10.37476/presed.v3i1.113

Keywords:

Brand Image, Price Promotion, Purchasing Decisions

Abstract

This research aims to determine (a) The influence of brand image, promotion and price, partially on housing purchase decisions at Amalia Plains House Gowa (b) The influence of brand image, promotion and price, simultaneously on housing purchase decisions at Amalia Plains House Gowa (c ) the most dominant variable among the influences of brand image, promotion and price on housing purchase decisions at Amalia Plains House Gowa. The sample in this research was all consumers at Amalia Hills Gowa Housing, namely 85, the research used multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale. The results of the research show that (a) brand image, promotion and price, partially influence the decision to purchase housing at Amalia Plains House Gowa (b) brand image, promotion and price, simultaneously have a positive and significant influence on the decision to purchase housing at Amalia Plains House Gowa (c) The variable that has the most dominant influence on housing purchase decisions at Amalia Plains House Gowa is price.

References

Daud, Z. U. (2018). Pengaruh Produk, Harga dan Promosi terhadap Keputusan Pembelian Rumah pada Green Avina Birem Puntong Langsa Baro. Jurnal Manajemen Dan Keuangan, 7(2), 174–174. https://doi.org/10.33059/jmk.v7i2.981

Farhat, L., & Marnas, M. (2022). Analisis Pengaruh Daya Tarik Promosi, Persepsi Harga dan Brand Image Terhadap Keputusan Pembelian Properti (Studi Kasus pada Perumahan Citra Raya City Jambi). Ekonomis: Journal of Economics and Business, 6(1), 364–371. https://doi.org/10.33087/ekonomis.v6i1.524

Fauzan, A., Setiawan, R., & Rahmawati, L. (2020). Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen di Sektor Properti. Jurnal Ekonomi dan Manajemen Properti, 12(4), 235-248.

Heruwanto, J., Kusumanadya, R., & Kurniawan, E. N. (2020). Analisis Lokasi, Harga Dan Promosi Terhadap Keputusan Pembelian Rumah Di Perumahan Cinere Parkview. Jurnal Manajemen Kewirausahaan, 17(2), 169-174.

Hidayat, T. (2020). Analisis Pengaruh Produk, Harga, Promosi Dan Lokasi Terhadap Keputusan Pembelian. JURNAL ILMU MANAJEMEN, 17(2), 109–119. https://doi.org/10.21831/jim.v17i2.34783

Kementerian PUPR. (2023). Laporan Tahunan: Realisasi Program Perumahan Subsidi. Jakarta: Kementerian PUPR.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Nur, Y. (2021). The influence of customer relationship management on customer satisfaction. Jurnal Economic Resource, 4(2).

Prasetyo, A. D., & Putri, N. L. (2020). Pengaruh Harga terhadap Keputusan Pembelian Properti: Studi pada Perumahan di Jakarta. Jurnal Manajemen Pemasaran Indonesia, 14(3), 201-213.

Putra, A. D., & Dewi, R. A. (2021). Pengaruh Strategi Promosi terhadap Keputusan Pembelian Properti. Jurnal Manajemen Dan Bisnis Indonesia, 10(3), 245–256.

Salam, K. N., & Chandra, R. (2019). Pengaruh Bauran Promosi Dan Brand Image Terhadap Keputusan Pembelian Rumah Pada PT. Ciputra Fajar Mitra Di Makassar. JEMA ADPERTISI JOURNAL, 1(1). https://jurnal.adpertisi.or.id/index.php/JEMA/article/view/35

Soumena, F. Y., & Qayyum, N. (2022). Determinan Variabel Word Of Mouth (Wom) Dan Islamic Brand Image Terhadap Keputusan Pembelian Properti Syariah (The Mata Residence Kabupaten Gowa). OIKONOMIKA : Jurnal Kajian Ekonomi dan Keuangan Syariah, 3(1), 11–31. https://doi.org/10.53491/oikonomika.v3i1.268

Sugianto, R., & Ginting, S. O. (2020). Analisis Pengaruh Harga, Kualitas Produk, Lokasi, Fasilitas dan Promosi Terhadap Keputusan Pembelian Rumah pada Perumahan Medan Resort City. Jurnal Wira Ekonomi Mikroskil, 10(1), 1-12. https://doi.org/10.55601/jwem.v10i1.666

Suryani, T., & Wardani, A. (2019). Analisis Pengaruh Brand Image terhadap Keputusan Pembelian pada Perumahan Bersubsidi. Jurnal Riset Pemasaran Indonesia, 9(2), 119-128.

Downloads

Published

2025-11-29

How to Cite

Putra, I. P., Nur, Y. ., & Saharuddin, S. (2025). The Influence Of Brand Image, Promotions And Prices On Housing Purchase Decisions At Amalia Plains House Gowa. Proceeding of Research and Civil Society Desemination, 3(1), 61–72. https://doi.org/10.37476/presed.v3i1.113

Issue

Vol. 3 No. 1 (2025): Proceeding of Research and Civil Society Desemination

Section

Articles

License

Copyright (c) 2025 Proceeding of Research and Civil Society Desemination

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.