PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI MINAT BELI (Studi pada Konsumen Perumahan Royal Orcid Kabupaten Malang)

The increasingly intense competition in the property industry requires developers such as PT Turen Indah Property to implement effective promotional strategies to enhance consumer purchase decisions. However, in reality, despite intensive promotional efforts, Royal Orchid Housing in Malang Regency still faces sales challenges, with several units remaining unsold. This issue highlights the need for research aimed at analyzing the effect of sales promotion on purchase decisions, with purchase intention serving as a mediating variable. This study examines the relationship between sales promotion (X), purchase intention (Z), and purchase decision (Y), and tests the hypothesis that promotion influences purchase decisions both directly and indirectly through purchase intention. The research employed a quantitative method with an explanatory research approach. Data were collected using a questionnaire distributed to 130 respondents consisting of consumers and prospective buyers of Royal Orchid Housing. Path analysis results showed that sales promotion had a positive and significant effect on both purchase intention and purchase decision, and that purchase intention also significantly influenced purchase decision. Furthermore, purchase intention was proven to significantly mediate the relationship between sales promotion and purchase decision. These findings indicate that attractive promotions can foster strong purchase intentions, ultimately leading to increased purchase decisions. The implications of this study offer strategic input for developers in designing promotions that not only capture attention but also effectively build purchase intention as a bridge toward consumer purchase decisions.