Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh media informasi inovasi produk dan harga terhadap keputusan pembelian hunian rumah subsidi pada pt. hadrah aceh pratama (hadrah property) di kabupaten aceh besar. sampel yang digunakan dalam penelitian berjumlah 91 responden yang dipilih menggunakan teknik non probability sampling. teknik analisis data yang digunakan berupa analisis regresi linear berganda. hasil penelitian menunjukkan media informasi dan inovasi produk secara parsial berpengaruh terhadap keputusan pembelian hunian rumah subsidi, sedangkan variabel harga secara parsial tidak berpengaruh terhadap keputusan pembelian hunian rumah subsidi. hasil penelitian menunjukan bahwa media sosial, inovasi produk dan persepsi harga secara simultan berpengaruh terhadap keputusan pembelian hunian rumah subsidi. kata kunci: media informasi, inovasi produk, harga, keputusan pembelian, hadrah property

This study aims to analyze the influence of information media, product innovation, and price on the purchase decision of subsidized housing at PT. Hadrah Aceh Pratama (Hadrah Property) in Aceh Besar Regency. The sample consisted of 91 respondents selected using a non-probability sampling technique. The data analysis method employed was multiple linear regression analysis. The results of the study indicate that information media and product innovation partially influence the purchase decision of subsidized housing, whereas the price variable does not have a partial effect on the purchase decision. Furthermore, the findings reveal that social media, product innovation, and price perception simultaneously influence the purchase decision of subsidized housing. Keywords: Information Media, Product Innovation, Price, Purchase Decision, Hadrah Property