FACTORS AFFECTING CONSUMER DECISIONS IN BUYING A HOME (CASE STUDY IN TAMA CITY 4 SANGATTA HOUSING)

Kaharuddin STIMI Samarinda, Muhammad Nasir STIE Nusantara Sangatta, Meita ondang STIE Nusantara Sangatta

Abstract

Abstract

The purpose of this study was to analyze the effect of perceived price, location on consumer decisions to buy a house in Tama City 4 Sangatta housing estate. This study uses quantitative methods, namely testing and analyzing data by calculating numbers and then drawing conclusions from the test. The object of research is the consumer who buys a house in the Tama City 4 Sangatta housing estate. The number of consumers who became the research sample was 70 respondents. From the results of the analysis, it is known that: first, price perception (x1) affects the decision to buy a house in Tama City 4 Sangatta housing; second, location (x2) influences the decision to buy a house in Tama City 4 Sangatta housing estate; and third, based on the F test, there is a significant effect between the perception of price (x1) and location (x2) on the decision to buy a house in Tama City 4 Sangatta housing.

Keywords: price perception, location, buying decision