PENGARUH HARGA, KUALITAS PRODUK, LOKASI, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN RUMAH

Abstract

The research is aimed to find out the influence of price, product quality, place and amenities to home buying
decision on PT. Bhummi Kartika Griya Persada. This research is quantitative research. The sampling technique
has been done by using accidental sampling technique and the samples are 98 consumers who buy a house at PT.
Bhummi Kartika Griya Persada. The regression equation in this research has been carried out by using multiple
linear regression to test the influence of independent variables on dependent variables. The result of goodness of
fit test shows price, product quality, place and amenities are the explanatory variables to the purchasing
decision. The result of the hypothesis test shows that price has significant influence to the purchasing decision.
Product quality has significant influence the purchasing decision, place and facility has significant influence to
the purchasing decision. Price is the variable which has dominant influence to the purchasing decision.
Keywords: price, product quality, place, amenities, purchase decisions.