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The Effect of Location, Design, Price, Promotion on Housing Purchase Decisions in Pasuruan Grand City

2026-05-26
Published
24-32
Pages
OPEN
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MK
Muhammad Khoiron
Dr. Soetomo University, Surabaya, Indonesia
BP
Bambang Raditya Purnomo
Dr. Soetomo University, Surabaya, Indonesia
Abstract

Purpose: This study aims to analyze the effects of location, building design, price, and promotion on housing purchase decisions at Pasuruan Grand City Housing, with purchase intention acting as an intervening variable.

Research Methodology: A causal research design was employed. The population comprised all 200 housing units purchased at Grand City, with a sample of 60 respondents determined using the Slovin formula. Data collection was conducted through structured questionnaires, and hypothesis testing was performed using multiple linear regression and the Sobel test to assess mediating effects.

Results: The results indicate that location, building design, and price have significant positive effects on purchase decisions, both directly and through purchase intention. Promotion via social media did not show a significant effect on either purchase intention or purchase decision. Purchase intention itself significantly mediates the relationships between location and price with purchase decision.

Conclusions: Location and building design are primary determinants that enhance buyer perceptions of convenience and comfort, while price affects affordability perception. Purchase intention serves as a key psychological mediator that converts favorable perceptions into actual purchasing behavior.

Limitations: The study is limited by the sample size and geographic scope, focusing solely on Grand City Housing, which may limit generalizability. The influence of broader social and economic factors was not fully explored.

Contributions: This study provides practical insights for housing developers in designing integrated marketing strategies that combine physical housing attributes with digital promotion and contributes theoretically to understanding purchase intention as a mediator in real estate consumer behavior.

Building Design Location Price Purchase Intention Promotion
How to Cite
Khoiron, M., & Purnomo, B. R. . (2026). The Effect of Location, Design, Price, Promotion on Housing Purchase Decisions in Pasuruan Grand City. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 6(1), 24-32. https://doi.org/10.52909/7deb0432
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How to Cite

Khoiron, M., & Purnomo, B. R. . (2026). The Effect of Location, Design, Price, Promotion on Housing Purchase Decisions in Pasuruan Grand City. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 6(1), 24-32. https://doi.org/10.52909/7deb0432
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