PENGARUH LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA ALESSIA HOUSE

This study aims to analyze the influence of location and price on purchasing decisions at Alessia House. In the increasingly competitive property business environment, location and price are important factors that can influence consumers in making purchasing decisions. This research uses a quantitative approach with multiple linear regression analysis through SPSS software. The sample consisted of 44 respondents who were consumers of Alessia House. The results show that location and price simultaneously have a significant effect on purchasing decisions, with an F-value of 92.076 and a significance level of 0.000 < 0.05. The coefficient of determination (R²) of 0.809 indicates that location and price explain 80.9% of the variation in purchasing decisions, while the remaining 19.1% is influenced by other variables outside the scope of this study. Partially, the location variable obtained a t-value of 1.035 with a significance level of 0.307 > 0.05, indicating that location does not have a significant effect on purchasing decisions. Meanwhile, the price variable obtained a t-value of 5.743 with a significance level of 0.000 < 0.05, indicating that price has a positive and significant effect on purchasing decisions at Alessia House. Keywords: Location, Price, Purchasing Decision, Alessia House.

Kata kunci: ALESSIA HOUSE

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