Last modified: 2023-09-11
Abstract
The development of the property business is very rapid, which indicates that the future economic situation is getting better. This study aims to determine the magnitude of the influence of Product Quality, Price, Location, and Promotion on Property Purchase Decisions (housing) in Bandar Lampung City during the Covid-19 Pandemic Era. The population in this study were consumers who had purchased property (housing) in Bandar Lampung City during the Covid-19 Pandemic Era (2020-2021) and the sample used a non-probability sampling method, namely the purposive sampling method because the size of the population was unknown. for sure, for that the number of samples is determined based on the calculation of Hair, et al (2010), namely with 5 x the number of indicators, the resulting sample is 110 people. The results showed that the variables of product quality, location, and promotion partially had a positive and significant effect on purchasing decisions for property (housing) in Bandar Lampung City during the Covid-19 Pandemic Era, the price variable did not have a significant effect on purchasing decisions for property (housing). in Bandar Lampung City during the Covid-19 Pandemic Era. The results also show that product quality, price, location, and promotion simultaneously have a significant effect on purchasing decisions for property (housing) in Bandar Lampung City during the Covid-19 Pandemic Era. Meanwhile, based on the coefficient of determination (R2) of 0.678 or 67.8%. This shows that 67.8% of the purchasing decision variables can be influenced by product quality (X1), price (X2), location (X3), and promotion (X4). While the remaining 32.2% were found in other variables that were not or were not examined in this study.