Abstract:
Residence is the main requirement for every family to support daily activities.
This study aims to determine the factors that influence the intention to buy a
subsidized house in Cikarang. The variables studied in this study consisted of
House Features (X1), income(X2), Environment (X3), Location (X4), Superstition
(X5), Developer (X6) as independent variables, and Purchase Intention (Y) as
variables related. Data analysis using multiple linear regression to determine the
significance of each independent variable on the dependent variable. This
analysis includes Test Validity, Reliability Test, Multiple Regression Analysis, and
Hypothesis Test through F Test and t Test, and analysis of the Determination
Coefficient (R²). The population and sample in this study were consumers who
already knew about Bumi Kahuripan Indah housing, with a total sample of 200
respondents. The sampling technique used was purposive sampling. Based on the
results of the study, it was shown that home features, superstitions and developers
had an influence on consumers' purchase intentions to buy subsidized houses in
Bumi Kahuripan Indah housing. And variables that have no effect on purchase
intention in this study are income, environment, and location variables. This can
be of particular concern to companies in improving the quality of building
materials, changing house numbers or not using house paint colors that are
related to superstition, and also providing better services to increase sales.
