ABSTRAK Abstrak Karya Akhir diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar Magister Manajemen pada Program Pascasarjana Universitas Syiah Kuala PENGARUH HARGA, DESAIN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN PASCA PEMBELIAN PERUMAHAN DI KOTA BANDA ACEH Oleh FACHRUL RIZAL NIM : 1409200020015 Konsentrasi : Manajemen Umum Pembimbing Pertama : Dr. Muhammad Adam. SE. MBA Pembimbing Kedua : Dr. Mahdani Ibrahim, SE. MM Tujuan penelitian ini adalah untuk mengetahui (1) kepuasan pasca pembelian, keputusan pembelian, harga, desain, dan lokasi perumahan di Kota Banda Aceh, (2) pengaruh harga, desain dan lokasi, baik secara simultan maupun parsial terhadap keputusan pembelian perumahan, (3) pengaruh harga, desain dan lokasi, baik secara simultan maupun parsial terhadap kepuasan pasca pembelian perumahan (4) pengaruh keputusan pembelian terhadap kepuasan pasca pembelian perumahan, (5) menganalisis apakah keputusan pembelian memediasi pengaruh harga, desain dan lokasi terhadap kepuasan pasca pembelian perumahan di Kota Banda Aceh. Penelitian ini dilakukan di Kota Banda Aceh, dengan objek penelitian adalah keputusan pembelian dan kepuasan pasca pembelian yaitu harga, desain dan lokasi dengan jumlah responden penelitian sebanyak 100 orang. Hasil penelitian ini menunjukkan bahwa responden penelitian mempunyai persepsi yang baik terhadap variabel harga, desain, lokasi, keputusan pembelian dan kepuasan pasca pembelian perumahan di Kota Banda Aceh, hal ini karena nilai rerata untuk semua variabel penelitian lebih besar dari nilai 4 pada satuan skala likert. Hasil penelitian menunjukkan bahwa harga, desain, lokasi baik secara simultan maupun parsial berpengaruh terhadap keputusan pembelian perumahan dan harga, desain dan lokasi baik secara simultan maupun parsial berpengaruh terhadap kepuasan pasca pembelian perumahan di Kota Banda Aceh, serta keputusan pembelian juga mempunyai pengaruh terhadap kepuasan pasca pembelian perumahan di Kota Banda Aceh. Kemudian hasil penelitian juga membuktikan bahwa terdapat pengaruh tidak langsung harga, desain dan lokasi terhadap kepuasan pasca pembelian perumahan di Kota Banda Aceh. melalui keputusan pembelian. Kata Kunci: Kepuasan Pasca Pembelian, Keputusan Pembelian, Harga, Desain, dan Lokasi xi ABSTRACT Abstract of Final Paper Submitted to The Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on Graduate Program of Syiah Kuala University THE INFLUENCE OF PRICE, DESIGN AND LOCATION ON PURCHASE DECISION AND IT’S IMPACT ON POST-PUBLIC SATISFACTION IN HOUSING IN BANDA ACEH CITY By FACHRUL RIZAL S/N: 1409200020015 Specialization : General Management Supervisor : Dr. Muhammad Adam. SE. MBA Co-Supervisor : Dr. Mahdani Ibrahim, SE. MM The aim of this research is to know (1) satisfaction of post purchase, purchasing decision, price, design, and residential location in Banda Aceh City, (2) influence of price, design and location, either simultantly or partially to decision of purchase of housing (3) The effect of price, design and location, either simultantly or partially on the satisfaction of post-purchase housing (4) the effect of purchasing decisions on satisfaction of post-purchase housing, (5) to analyze whether purchasing decisions mediate price, design and location influence on post- City of Banda Aceh. This research was conducted in Banda Aceh City, with the object of research is purchasing decision and post-purchase satisfaction is price, design and location with the number of respondents as many as 100 people. The results of this study indicate that the respondents have good perception of price variables, design, location, purchase decision and postpurchase satisfaction of housing in Banda Aceh City, this is because the average value for all research variables is greater than 4 in likert scale. The result of the research shows that the price, design, location both simultaneously and partially influence the decision of purchase of housing and price, design and location both simultaneously and partially influence to satisfaction of post-purchase of housing in Banda Aceh City, and also purchasing decision have influence to post- Purchase of housing in Banda Aceh City. Then the research also proves that there is indirect influence of price, design and location to the satisfaction of post-purchase of housing in Banda Aceh City. Through purchasing decisions Keywords : Post Purchase Satisfaction, Purchase Decision, Price, Design, and Location