FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT BELI RUMAH SUBSIDI DI CIKARANG

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.