PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN NIAT BELI SEBAGAI VARIABEL MEDIASI (Studi Kasus Penelitian Pada Perumahan Permata Permadani)

This study aims to identify the influence of price, promotion, and purchase intention on purchasing decisions in Permata Permadani Housing. with consumers who make house purchases in Permata Permadani Housing. Using non-probability sampling with saturated sample techniques, this study involved 43 respondents who filled out the questionnaire. Data analysis in this study used MRA through the Hayes macro process with the SPSS software program version 25.0. The results showed that price had a positive and significant impact on purchasing decisions. While promotion had a negative impact on purchasing decisions. In addition, purchase intention was also proven to have a positive and significant impact on purchasing decisions. This study also found that price and promotion had a positive and significant effect on purchase intention. Furthermore, purchase intention acts as a significant mediating variable between price and purchase decisions, as well as between promotion and purchase decisions. These findings emphasize the importance of effective pricing and promotion strategies to increase purchase intention and purchase decisions in Permata Permadani Housing.