FACTORS INFLUENCING PROPERTY BUYING DECISION: A STUDY OF RESIDENTIAL PROPERTY OF PT. NUSA INDAH PRATAMA

Abstract

Purpose ‒ The purpose of this research is to examine the influence of Housing Attributes, Location, Promotion and Reputation toward Buying Decision in residential property developed by PT. Nusa Indah Pratama with the help of Trust as a mediating variable between Reputation and Buying Decision. Design/Methodology/Approach ‒ This research is a quantitative study by using 7points Likert Scale on 32 items statements; 200 sample size with Purposive Sampling method and Self-Administrated survey; Factor Analysis to test validity and Cronbach Alpha to test reliability; and Structural Equation Modeling (SEM) to test theoretical framework as well as hypotheses. Findings ‒ The study reveals that only three out of six hypotheses are accepted. It found that Housing Attributes and Trust have significant influence on Buying Decision while Location, Promotion, and Reputation have not. It also shows that Reputation could only influence Buying Decision through the mediating role of Trust as it proves that Reputation has significant influence on Trust. Originality/Value ‒ This is the first study ever conducted in PT. Nusa Indah Pratama as well as the first quantitative study on analyzing factors influencing property buying decision in Cirebon and surroundings area with the mediating variable of Trust between Reputation and Buying Decision.