PENGARUH PROMOSI, LOKASI DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN RUMAH KPR SUBSIDI DI SUKABUMI DENGAN CITRA PERUSAHAAN SEBAGAI VARIABEL MODERASI (STUDI KASUS GENERASI MILENIAL)

The purpose of this research is to analyze the influence of promotion, location, and facilities on the decision to purchase subsidized mortgage loans (KPR) in Sukabumi, as well as to determine whether corporate image positively moderates the effects of promotion, location, and facilities on millennials. The population includes all millennials who own subsidized housing in Sukabumi with KPR payment methods. The sample size is 130 individuals selected using probability sampling with a simple random samplimg technique. Primary data collected through Google Form questionnaires is used in this research, employing a Likert scale for measurement. The data analysis technique applied is quantitative analysis using the Partial Least Squares (PLS) method. The findings indicate that promotion has a positive and significant impact on purchase decisions, location positively influences purchase decisions, and facilities also have a positive impact on Purchase Decisions, Corporate Image dose not moderates the positive but significane effect of Promotion on Purchase Decisions, Company Image positively and significantly moderates the influence of Location on Purchasing Decisions and Company Image does not moderate the positive and insignificant influence of Facilities on Purchasing Decisions.
Keywords: Promotions; Location; Facilities; Purchasing Decision; Positively Moderate