Pengaruh Public Relations dan Citra Perusahaan terhadap Keputusan Pembelian Properti di Era Gading Jakarta Utara

Abstract

This study aims to determine the influence of Public Relations and Corporate Image on property purchasing decisions at ERA Gading, North Jakarta. The study employs a quantitative method using a survey technique. The research population consists of 1,250 transactions, with a sample of 100 respondents selected via purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with SPSS, utilizing tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that Public Relations has a positive and significant influence on purchasing decisions, with a regression coefficient of 0.452 and a significance level of 0.000 (< 0.05). Corporate Image also exerts a positive and significant influence, with a regression coefficient of 0.414 and a significance level of 0.000 (< 0.05). Simultaneously, both variables positively and significantly influence purchasing decisions, with an F-statistic of 152.827 and a significance level of 0.000 (< 0.05). The R-square value of 0.759 indicates that 75.9% of purchasing decisions can be explained by Public Relations and Corporate Image, while the remaining 24.1% is influenced by other factors. In conclusion, Public Relations and Corporate Image play a significant role in property purchasing decisions at ERA Gading, North Jakarta. The company needs to maintain the quality of its Public Relations and uphold a positive image to enhance consumer trust.