THE INFLUENCE OF CUSTOMER SERVICE, INTEREST RATE, INCOME AND BANK LOCATION TOWARDS PURCHASE DECISION FOR MORTGAGE HOUSE (A STUDY CASE OF KPR BTN IN TANGERANG)

Abstract

Indonesian’s population is growing fast and still quite high for Indonesian with lower income per month to own a house by cash method. Many Banks provide credit facility which is KPR so it is easier for them in buy a house. The objective of this research is to analyze the influence of customer service, interest rate, income and bank location toward purchase decision for KPR BTN. The data collection was used non-probability sampling methods and distributed to 100 respondents in Tangerang to fulfill the requirement. In this research are Customer Service (X1), Interest Rate (X2), Income (X3) and Bank Location (X4) toward Purchase Decision (Y). The type of data that used in this study is quantitative data. Partially the data was analyzed through windows SPSS 16.0. The statistical test to analyze this research is by using Validity and Reliability, Classical Data Assumption and Multiple Linear Regression using Descriptive Analysis, T-Test and F-Test. The finding shows that all independent variables simultaneously have significant influence towards purchase decision for KPR BTN. In partial, interest rate (X1), income (X2) and bank location (X4) have significant influence on purchase decision. The most significant variable is bank location.