FAKTOR – FAKTOR YANG MEMPENGARUHI MINAT BELI PEMILIK PROPERTI RUMAH KOS DI KAWASAN PENDIDIKAN KOTA SEMARANG (Studi di Kelurahan Tembalang, Pedalangan, dan Sumurboto)

NIRWASHITA MAHESWARI, 20293561 (2024) FAKTOR – FAKTOR YANG MEMPENGARUHI MINAT BELI PEMILIK PROPERTI RUMAH KOS DI KAWASAN PENDIDIKAN KOTA SEMARANG (Studi di Kelurahan Tembalang, Pedalangan, dan Sumurboto). Diploma thesis, Sekolah Tinggi Pertanahan Nasional.

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Abstract

The boarding house property business in the educational area of Semarang City has promising prospects due to the high demand for residential housing. The presence of higher education institutions such as Diponegoro University, Semarang State Polytechnic, Semarang Health Polytechnic of the Ministry of Health, and other colleges makes this area strategic for the boarding house property business. This research aims to determine whether the factors of location, price, and promotion influence the purchase interest of boarding house owners in the Educational Area of Semarang City. The research method used in this study is a quantitative method using multiple linear regression analysis in the SPSS program. The population used is the boarding house owners in the Kelurahan Tembalang, Pedalangan, and Sumurboto. The sample used is 40 people with a purposive sampling method. In this study, the results obtained show that location and promotion have a positive and significant influence on purchase interest, while price has a negative and significant influence. The analysis of the coefficient of determination shows that 82.5% of the purchase interest is influenced by location, price, and promotion. The remaining 17.5% is influenced by external variables not examined in this study. Keywords: Location, Price, Promotion, Purchase Interest

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