Analisis Faktor- Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Rumah Tipe Menengah Berkonsep Minimalis pada Proyek Perumahan PT. MGM Property

Abstract

In this globalization era, the country's development in various sectors of the more increased. This increase is also included in the economic development sector, which is experiencing tremendous changes. One indicator that can be observed is of increasing income per capita State of Indonesia, so indirectly it can push the level of welfare. With the increasing prosperity of society, the public needs to diverse needs also increased, so that it can be a business opportunity for producers in various fields. This study aimed to determine the effect of factors - factors such as : location (X1), price (X2), Building (X3) and Environment (X4) to consumer decision in buying a home (Y) on the housing project built by MGM Property. The method used is descriptive analysis method and linear regretion of analysis method using simultaneous test, parisal test, and test determination analysis. The data used are primary data and secondary data. This study used a sencus of 77 respondents. The results of data analysis by the method of multiple linear regression analysis showed that the location (X1 ), price (X2), Building (X3), and Environment (X4) simultaneously positive and significant impact on consumer decision in buying a home (Y) on the housing project built by MGM Property. Variable location (X1 ), and price (X2) have an influence positive and significant impact on consumer decision in buying a home (Y). Building variable (X3) and Environment Variables (X4) has a positive effect, but did not significantly influence consumer decision in buying a home. Partially, it can be seen that the price factor is the most dominant factor influencing consumers in the purchase of homes in the housing projects built MGM Property.