ANALYSIS OF PURCHASE DECISION FACTORS IN HOUSING PURCHASING: GRAND GALAXY CASE STUDY, 2013 TO 2016

Abstract

Purpose This research aims to analyze whether price, building and environment have effect on purchasing decisions among residents in Grand Galaxy City, Bekasi City. Design/methodology/approach Primary data using questionnaire is used for this quantitative research to residents in Grand Galaxy City, Bekasi City with the total of 100 respondents. The result of questionnaire was validated through validity and reliability test that resulted all the statements (17 statements) were valid and reliable to be used for analyzed. Meanwhile, to see the effect of price, building and environment towards purchasing decision is used multiple linear regression method. Findings This research resulted price and environment have significant effect toward purchasing decision while building has no significant effect on purchasing decision. Originality/value This study analyzes the factors that influence household's decision to purchase a house by taking a case study in Grand Galaxy City, Bekasi City. In terms of method, this study adopts the approach used in some previous empirical studies. The added value of this study compared with previous studies is the research design used takes up an area of Bekasi City which is one of the buffer capital city of Jakarta. This is interesting because household characteristics among Bekasi City as the city of buffer capital city of Jakarta is different from household characteristics discussed in previous studies. Results from this study is expected to complete studies on the factors that affect households in buying a house in Indonesia.