Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Rumah di Perumahan Bukit Cimanggu City Bogor

MAGHFIRA KUSUMA P, Dra. Neni Pancawati, M.Si.

2016 | Tugas Akhir | D3 MANAJEMEN SV

Alat dasar yang digunakan untuk menyelesaikan tujuan komunikasi perusahaan sering disebut sebagai bauran promosi. Bauran promosi memiliki beberapa variabel diantaranya iklan, promosi penjualan, personal selling, public relations, serta direct dan online marketing. Purchase decision merupakan keputusan pembelian konsumen terhadap suatu merek. Promosi dapat mempengaruhi keputusan pembelian konsumen terhadap suatu produk. Semakin baik bauran promosi yang dilakukan oleh Bukit Cimanggu City, semakin meningkat keputusan pembelian konsumen terhadap rumah yang ditawarkan oleh Bukit Cimanggu City. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan analisis regresi untuk menguji pengaruh bauran promosi terhadap keputusan pembelian konsumen. Sampel yang dibutuhkan adalah 100 orang dengan kriteria responden adalah konsumen yang membeli rumah maupun konsumen yang tinggal di Bukit Cimanggu City. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan sangat kuat antara bauran promosi (iklan, promosi penjualan, personal selling, public relation, serta direct dan online marketing) terhadap keputusan pembelian konsumen sebesar 0,836. Persamaan regresi dari bauran promosi terhadap keputusan pembelian adalah Y = 1.079 + 0.326 X1 + 0.225 X2 + 0.083 X3 + 0.327 X4 + 0.185 X5 + e. Bauran promosi berpengaruh 69,9% terhadap keputusan pembelian konsumen.

Promotion mix is a basic aspect that is used to complete a company's communication purpose. It has some essential variables which are advertisement, selling promotion, personal selling, public relation, as well as direct and online marketing. Purchase decision is buyer's buying decision towards a certain brand. Promotion can affect a buyer's buying decision on one product. The better promotion mix that Bukit Cimanggu City does, the higher the buyer's buying decision towards the houses that are offered. This research is a quantitative-based research that uses regression analysis to test the effect of promotion mix on buyer's buying decision. A hundred people with respondent criteria, which are consumers who live or have bought houses in Bukit Cimanggu City, are chosen to be the sample of this research. The result of this research shows that there is a positive and very strong effect between in promotion mix (advertisement, selling promotion, personal selling, as well as direct and online marketing) towards buyer's buying decision is 0,836. A linear regression has an equation form Y = 1.079 + 0.326 X1 + 0.225 X2 + 0.083 X3 + 0.327 X4 + 0.185 X5 + e. Promotion mix effect on purchase decision is 69,9%.

Kata Kunci : Bauran Promosi, Keputusan Pembelian, Analisis Regresi