PENGARUH SYARIAH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PERUMAHAN ASSALAM RESIDENCE MENGANTI GRESIK

Abstract

At this time many residential areas have been established, one of which is sharia housing, so that people, especially Muslims, want to have housing with an Islamic concept. So that consumer decisions in determining purchases certainly have influencing factors. Consumers will make considerations in terms of marketing mix sharia. The research method used is quantitative, with the variables used namely product, price, promotion, place. The data collection technique uses primary data by distributing 40 questionnaires to buyers who are already occupying the Assalam Residence Menganti Gresik Housing Complex. Researchers used Instrument Tests (Validity and Reliability), Classical Assumption Tests, Multiple Regression Analysis, Determinant Coefficients (R2) and Hypothesis Tests (F Test, T Test) using the IMB SPSS Statistics program Version 20. The results of the study show that the variables Product, Price, Place have a significant effect on purchasing decisions for Assalam Residence housing, while the promotion variable has no effect with a sig value of 0.652 > 0.05. The results showed that the variables Product, Price, Place, and Promotion had an effect on purchasing decisions simultaneously or together with sig = 0.000 <0.05 and Fcount = 93.11 > Ftable 2.87.