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All Journal JAM : Jurnal Aplikasi Manajemen
Agus Winanto
Prodi Magister Manajemen, Fakultas Ekonomi, Universitas Sriwijaya
Decision Sciences, Operations Research & Management

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Analisis Preferensi Atribut terhadap Keputusan Konsumen Membeli Rumah di Kota Palembang Agus Winanto; Zakaria Wahab; Akhmad Nazaruddin
Jurnal Aplikasi Manajemen Vol 14, No 1 (2016)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (108.742 KB) | DOI: 10.18202/jam23026332.14.1.06

Abstract

This study aimed to analyze and know the preferences attribute toward the consumer’s decision to buy a house. The respondents in this study were 120 consumers who buy a house at three residential locations with different categories in Palembang. Data analysis technique is using multiple regression analysis. The results show that the preferences of housing attributes as follows: location, public facilities and social facilities, prices, mortgage facilities, legality, developers’ credibility, and the promotion partially or simultaneously positive and significant influence toward the consumer’s decision to buy the house. Based on the value of determination coefficient (r-square) as 0.876, indicates that the consumer’s decision to buy the house jointly described by attribute variables studied the house by 87.6%, the remaining 12.4% is influenced by other variables. In the oher hand, the most dominant attribute towards consumer’s decision to buy a house is the price.
Co-Authors Akhmad Nazaruddin Zakaria Wahab