Dampak Kualitas Produk, Citra Perusahaan, dan Kualitas Layanan terhadap Keputusan Pembelian Produk Property pada Perusahaan HZ Property

Abstract

This study aims to analyze the influence of product quality, corporate image, and service quality on purchasing decisions for property products at HZ Property in Medan. The background of this research is the low conversion rate of potential buyers into actual customers, despite projects being developed in strategic locations. A quantitative approach was used, with data collected through questionnaires distributed to 85 HZ Property consumers, selected using Slovin’s formula. The independent variables in this study are product quality, corporate image, and service quality, while the dependent variable is the purchase decision. Data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that all three independent variables significantly influence purchasing decisions, both partially and simultaneously. Consistent product quality, a trustworthy corporate image, and responsive service were found to increase customer trust and purchasing interest. This study offers theoretical contributions to the field of consumer behavior in the property sector and practical insights for HZ Property in formulating marketing strategies that align with consumer preferences. Additionally, the research addresses a gap in the literature by exploring the combined impact of product quality, corporate image, and service quality in a local property development context. With an integrative approach, the findings are expected to serve as a strategic reference for enhancing property sales performance in an increasingly competitive market.