Pengaruh Strategi Pemasaran Syariah, Harga, Lokasi dan Promosi Terhadap Minat Konsumen Dalam Membeli Produk Perumahan Syariah Grand Auzura Residence

Abstract

This study aims to determine the effect of sharia marketing strategy, price, location and promotion on interest in buying housing at Grand Auzura Residence. This study uses a quantitative approach and uses primary data through the distribution of questionnaires to buyers of Grand Auzura Residence housing. The sample in this study was 30 respondents using the saturated sampling method. The data is processed through the SPSS 23.0 program with the technical analysis of multiple linear regression. Based on the analysis that has been used, several conclusions can be drawn when multiple regression processing is carried out. This study meets the requirements of validity, reliability, and is free from heteroscedasticity, multicollinearity and has passed the normality test. Hypothesis testing with using t test shows that the variables of syriah marketing strategy and location significantly affect the interest in buying housing, While prices and promotions have no or negative effect on buying interest. While the f test showed a significant <0.05. This means that the variables of Islamic marketing strategy, price, location, and promotion together have a positive effect on purchasing decisions. While the coefficient of determination obtained Adjusted R2 value of 58,5%. That is, the purchase intention variable can be explained by sharia marketing strategy, price, location and promotion.