PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN APARTEMEN GRAND PALACE KEMAYORAN

Dadang Suhendang, 1313111495, Analysis Influence of product quality, price and location to decision of Grand Palace Kemayoran apartment purchase, page, table and picture, Jakarta, 2018.

The purpose of this research is to know how big influence of product quality to partial purchasing decision, to know how big influence of price to partial purchasing decision, to know how big influence of location to partial purchasing decision, and to know how big influence of product quality , price and location to the purchase decision simultaneously.

The research was conducted at Grand Palace Kemayoran apartment, Central Jakarta. The study was conducted from January to July 2018. Research method through library method (library research method) by studying written materials in the form of books, articles, documents, internet and reports related to research variables as the foundation of the theory and field method (field research) is to collect information and actual data from the object of research through observation and interviews and direct research on customers by spreading questionnaires to consumers. After the data collected, the quantitative analysis is done by using the statistical formula that is the result of simple linear regression equation between product variation to consumer interest by the result of multiple linear regression equation between quality of product, price, and location to purchase decision simultaneously: Ŷ = 10,241 + 0.343 X1 + 0.209 X2 + 0.160 X3. The results of multiple correlation coefficients between product quality, price and location to purchase decision simultaneously show a moderate relationship. The result of determination coefficient is 28,6% purchasing decision is influenced by product quality, while the rest is estimated equal to 76,3% influenced by other factor like price strategy, location, product, and promotion. For the analysis of the effect of price on partial purchasing decisions in obtaining the result of 10.4% and the rest is estimated at 89.6% influenced by other factors. For the analysis of the effect of the location on the purchase decision in obtaining 15.1% of the results of the purchase decision and the rest is estimated at 84.9% influenced by other factors. And for the analysis of the effect of product quality, price and location to the purchase decision in the results can be 28.8% influenced by product quality, price and location. While the rest is estimated at 71.2% influenced by other factors .. By using T test calculations, it can be concluded that there is a significant relationship between product quality to product decision partially. And it can be concluded that there is a significant relationship between price to purchase decision.

Reference list: 24 books (2010-2017), 20 Journals, 8 internet sources This research was guidance: Zurlina Lubis and counselor: Arjuna Wiwaha.

Keywords: Quality Product, price, location, purchase decision.