PENGARUH HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PERUMAHAN WISATA SEMANGGI

Abstract

There are many factors which determine buying decision, for instance, a home buying decision. While, promotion, after-sales servises, colleague references, transaction easiness and advertising are belong to those factors. This research aimed to examine the effect of price, location and product quality on home buying decisions of Wisata Semanggi Surabaya. Moreover, the population was 350 consumers who buy a house in Wisata Semanggi Surabaya. Furthermore, the data collection technique used non-random sampling, and purposive sampling as its sampling technique. In line with, there were 80 respondents as sample. In addition the data analysis technique used multiple linear regression with SPSS 21. The research result concluded price and location had insignificant effect on home buying decisiom of Wisata Semanggi Surabaya. On the other hand, product quality had significant effect on home buying decision of Wisata Semanggi Surabaya.

Keywords : price, location, product quality, buying decision