Pengaruh Harga, Demografi, Aksesibilitas, Citra Perusahaan dan Electronic Word of Mouth terhadap Keputusan Pembelian Rumah di PT Kokoh Exa Nusantara Tbk

Ricy Ichlas Sutrisno, Ella Anastasya Sinambella

Sari


Untuk menciptakan infrastruktur era modern, Indonesia saat ini berkonsentrasi pada sektor infrastruktur. Seperti banyak negara berkembang lainnya, Indonesia menghadapi tantangan berupa peningkatan kepadatan penduduk pada saat ini, yang meningkatkan kebutuhan akan perumahan. Hal ini melatarbelakangi pertanyaan penelitian, yaitu apakah pengembang perumahan PT Kokoh Exa Nusantara Tbk dapat membangun perumahan Kokoh City sekaligus mengatasi kepadatan penduduk dengan memanfaatkan faktor-faktor seperti harga, aksesibilitas, citra perusahaan, dan electronic word of mouth untuk mempengaruhi lebih banyak orang untuk membeli rumah. Penelitian kuantitatif ini memiliki jumlah sampel sebanyak 125 responden, dan pendekatan Purposive Sampling digunakan untuk proses pengambilan sampel. Uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, dan koefisien determinasi merupakan beberapa prosedur analisis data yang digunakan. Berdasarkan temuan penelitian, ditemukan bahwa faktor-faktor seperti harga (X.1), demografi (X.2), aksesibilitas (X.3), citra perusahaan (X.4) dan electronic word of mouth (X.5) berdampak signifikan terhadap variabel keputusan pembelian (Y) rumah di PT Kokoh Exa Nusantara Tbk.

Kata Kunci: Harga, Demografi, Aksesibilitas, Citra Perusahaan, Electronic Word of Mouth, Keputusan Pembelian


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DOI: https://doi.org/10.37531/yum.v8i1.8281

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