Cahyono, Muhammad Nur and , Muhammad Sholahuddin S.E, M.Si, Ph.D (2023) Pengaruh Bauran Pemasaran Terhadap Minat Beli Perumahan PT. Graha Jati Puspa Wira (Studi Kasus Pada Perumahan Griya Tursina 1 dan 2). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The purpose of this study was to determine the effect of the marketing mix on the intention to buy housing at PT. Graha Jati Puspa Wira in Griya Tursina 1 and 2 housing. The author uses a descriptive quantitative approach. Collecting data on a quantitative approach using a questionnaire research instrument, data analysis is statistical with the aim of testing the hypotheses that have been determined. The population in this study are all housing consumers of PT. Graha Jati Puspa Wira who is interested in purchasing an unlimited number of Griya Tursina 1 and 2 housing. The number of samples taken from this study is not known with certainty using the Rao Purba formula and the results obtained are 96.4 people. To facilitate calculations, the authors set the sample to be 100 people. The sampling technique is purposive sampling, which uses several considerations in selecting members of the population that are considered appropriate to provide the information needed by researchers. The results of this study are the 7P marketing mix of product (product), price (price), place (place), promotion (promotion), people (people), physical facilities (physical evidence) and process (process) simultaneously and significantly influence interest buy at Griya Tursina Housing 1 and 2. Based on the t test, the product (product) has a positive and significant effect on buying interest on Griya Tursina Housing 1 and 2, price (price) does not have a positive and significant effect on buying interest on Housing Griya Tursina 1 and 2, place has a positive and significant effect on buying interest in Griya Tursina Housing 1 and 2, promotion has a positive and significant effect on buying interest in Griya Tursina 1 and 2 Housing, people (people) does not have a positive and significant effect on buying interest in Griya Tursina 1 and 2 housing, physical facilities (physical evidence) do not have a positive and significant effect n towards buying interest in Griya Tursina Housing 1 and 2, the process (process) has no positive and significant effect on buying interest in Griya Tursina Housing 1 and 2. Based on the results of the analysis above, the Adjusted R Square value is 0.564 or 56.4 %. Determination or contribution of the 7P marketing mix product (product), price (price), place (place), promotion (promotion), people (people), physical facilities (physical evidence) and process (process) on buying interest in Griya Tursina 1 Housing and 2 of 56.4%. The remaining contribution of other variables is only 33.6%, such as service quality, store atmosphere product variants and others.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | buying interest, product (product), price (price), place (place), promotion (promotion), people (people), physical facilities (physical evidence), process (process). |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MUHAMMAD NUR CAHYONO |
| Date Deposited: | 11 Aug 2023 03:06 |
| Last Modified: | 11 Aug 2023 03:06 |
| URI: | http://eprints.ums.ac.id/id/eprint/115055 |
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