Pengaruh Pemasaran Syariah dan Kualitas Pelayanan Terhadap Minat Pembelian Perumahan Aninnas Land

Abstract

This study aims to examine and analyze the effect of sharia marketing and service quality on the purchase intention of Aninnas Land housing. In this study using a quantitative descriptive approach. The technique collected is in the form of primary data through questionnaire data distributed to respondents called questionnaires. The sampling technique used the accidental sampling method, the technique of determining the sample was based on chance. In determining the sample with consideration of consumer data interested in purchasing Aninnas Land housing. From the determination of the sample using multivariate research (including using multivariant regression analysis), this research was carried out by distributing questionnaires to 50 respondents from consumers who were interested in buying Aninnas Land housing. From this research, the Islamic marketing variable is significant to purchase intention with a regression equation value of 0,608 with t count 3,109 greater than the t table value 2,012 and has a significant value 0,003 less than 0.05 then Ho is accepted. The service quality variable is significant to purchase intention with a regression equation value of 0,464 with t count 2,118 greater than the value of t table 2,012 and has a significant value 0,039 less than 0.05 then Ho is accepted. Sharia marketing and service quality together have a significant effect on purchase intention of 55,5%.