Analysis Of Factors That Influence Consumers In Buying Houses In Bougenville Housing Jalan Sei Sei Sending Sunggal District

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Analysis of Factors that Influence House Purchasing Decisions in Bougenville Housing, Sei Sending

Introduction

Bougenville Housing is one of the largest housing complexes in the Sei Mencirim area, Sunggal District, covering an area of ​​10.5 hectares. This housing offers around 522 housing units with various types, ranging from 36, 36+, 45, 60, 70, M, to shophouses. However, sales data shows a decline compared to the previous year. This raises the question: What factors influence consumers to buy a house in Bougenville housing? And which factor is the most dominant in influencing purchasing decisions?

Background of the Study

The housing market in Bougenville is highly competitive, with various housing complexes offering different types of housing units. However, despite the availability of housing units, sales data shows a decline in sales. This decline in sales raises concerns among developers and stakeholders about the factors that influence consumer purchasing decisions. Understanding the factors that influence consumer purchasing decisions is crucial for developers to develop effective marketing strategies and increase sales in Bougenville Housing.

Methodology

This study uses a quantitative descriptive approach by combining marketing mix and consumer behavior theory to analyze consumer purchasing decisions. Primary data is obtained through the distribution of questionnaires to 100 selected respondents using accidental sampling techniques. Variables are measured using a Likert scale, and data are analyzed using factor analysis methods and multiple linear regression analysis.

Data Analysis

The analysis results showed a correlation between variables, with a significant value of the Bartlett test of 0,000. KMO Index shows a value of 0.883, and all 16 variables meet the requirements for the next analysis process because the MSA value is greater than 0.5.

Factors that Influence Consumer Purchasing Decisions

Factor analysis identifies the six main factors that influence consumer decisions to buy a house in Bougenville Housing, namely:

1. Price Factor:

Consumers are very sensitive to home prices. Competitive and affordable prices are the main considerations in decision making. Consumers tend to choose homes at the most competitive prices, and developers can prioritize strategies to improve price competitiveness.

2. Promotion Factor:

Effective promotion strategies can attract consumers. Creative promotions and relevant to consumer needs can increase the attractiveness of housing. Developers can focus on effective promotional efforts to attract consumers, taking into account their needs and preferences.

3. Product Factor:

Quality and home design are important factors considered by consumers. A good quality house, has an attractive design, and equipped with adequate facilities will increase the selling value. Developers can prioritize strategies to improve the quality and design of their housing units.

4. Personal Factors:

Personal factors, such as the need for a comfortable and safe place to live, are the main considerations in choosing housing. Consumers tend to choose homes that meet their personal needs and preferences.

5. Social Factors:

The social environment around housing is also an important factor considered by consumers. A safe, comfortable, and environmentally friendly environment can increase the sale value of housing. Developers can prioritize strategies to improve the social environment around their housing units.

6. Facilities Factor:

Complete and quality facilities can increase the attractiveness of housing. Facilities such as playgrounds, green open spaces, and 24-hour security will increase the selling value and satisfaction of residents. Developers can prioritize strategies to improve the facilities offered in their housing units.

Multiple Regression Analysis

Multiple regression analysis shows that Price factor is the most dominant factor in influencing consumer decisions to buy a house at Bougenville Housing. This shows that consumers are very sensitive to prices and will tend to choose homes at the most competitive prices.

Implications of the Study

The results of this study have important implications for Bougenville housing developers. Developers can prioritize strategies to improve price competitiveness, while still paying attention to the quality and facilities offered. In addition, developers can focus on effective promotional efforts to attract consumers, taking into account their needs and preferences.

Conclusion

Understanding the factors that influence consumer purchasing decisions is crucial for developers to develop effective marketing strategies and increase sales in Bougenville Housing. The results of this study show that price factor is the most dominant factor in influencing consumer decisions to buy a house at Bougenville Housing. Developers can prioritize strategies to improve price competitiveness, while still paying attention to the quality and facilities offered.

Recommendations

Based on the results of this study, the following recommendations are made:

  • Developers can prioritize strategies to improve price competitiveness, while still paying attention to the quality and facilities offered.
  • Developers can focus on effective promotional efforts to attract consumers, taking into account their needs and preferences.
  • Developers can prioritize strategies to improve the social environment around their housing units.
  • Developers can prioritize strategies to improve the facilities offered in their housing units.

Limitations of the Study

This study has several limitations, including:

  • The study only focuses on Bougenville Housing and may not be generalizable to other housing complexes.
  • The study only uses a quantitative approach and may not capture the qualitative aspects of consumer purchasing decisions.
  • The study only uses a sample of 100 respondents and may not be representative of the larger population.

Future Research Directions

Future research can build on the findings of this study by:

  • Conducting a qualitative study to capture the qualitative aspects of consumer purchasing decisions.
  • Conducting a study on other housing complexes to generalize the findings of this study.
  • Conducting a study on the impact of marketing strategies on consumer purchasing decisions.

References

  • [List of references cited in the study]

Appendices

  • [Appendices, including questionnaires, data analysis, and other supporting materials]
    Frequently Asked Questions (FAQs) about the Analysis of Factors that Influence House Purchasing Decisions in Bougenville Housing, Sei Sending

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the factors that influence consumer purchasing decisions in Bougenville Housing, Sei Sending, and to identify the most dominant factor that influences consumer decisions.

Q: What methodology was used in this study?

A: This study used a quantitative descriptive approach by combining marketing mix and consumer behavior theory to analyze consumer purchasing decisions. Primary data was obtained through the distribution of questionnaires to 100 selected respondents using accidental sampling techniques.

Q: What are the six main factors that influence consumer purchasing decisions in Bougenville Housing?

A: The six main factors that influence consumer purchasing decisions in Bougenville Housing are:

  1. Price Factor: Consumers are very sensitive to home prices and tend to choose homes at the most competitive prices.
  2. Promotion Factor: Effective promotion strategies can attract consumers and increase the attractiveness of housing.
  3. Product Factor: Quality and home design are important factors considered by consumers, and a good quality house with an attractive design and equipped with adequate facilities will increase the selling value.
  4. Personal Factors: Personal factors, such as the need for a comfortable and safe place to live, are the main considerations in choosing housing.
  5. Social Factors: The social environment around housing is also an important factor considered by consumers, and a safe, comfortable, and environmentally friendly environment can increase the sale value of housing.
  6. Facilities Factor: Complete and quality facilities can increase the attractiveness of housing, and facilities such as playgrounds, green open spaces, and 24-hour security will increase the selling value and satisfaction of residents.

Q: Which factor is the most dominant in influencing consumer decisions to buy a house in Bougenville Housing?

A: The Price Factor is the most dominant factor in influencing consumer decisions to buy a house in Bougenville Housing. This shows that consumers are very sensitive to prices and will tend to choose homes at the most competitive prices.

Q: What are the implications of this study for Bougenville housing developers?

A: The results of this study have important implications for Bougenville housing developers. Developers can prioritize strategies to improve price competitiveness, while still paying attention to the quality and facilities offered. In addition, developers can focus on effective promotional efforts to attract consumers, taking into account their needs and preferences.

Q: What are the limitations of this study?

A: This study has several limitations, including:

  • The study only focuses on Bougenville Housing and may not be generalizable to other housing complexes.
  • The study only uses a quantitative approach and may not capture the qualitative aspects of consumer purchasing decisions.
  • The study only uses a sample of 100 respondents and may not be representative of the larger population.

Q: What are the future research directions based on the findings of this study?

A: Future research can build on the findings of this study by:

  • Conducting a qualitative study to capture the qualitative aspects of consumer purchasing decisions.
  • Conducting a study on other housing complexes to generalize the findings of this study.
  • Conducting a study on the impact of marketing strategies on consumer purchasing decisions.

Q: What are the practical implications of this study for consumers?

A: The results of this study have important practical implications for consumers. Consumers should consider the price factor when making purchasing decisions, and should also consider the quality and facilities offered by the housing complex. In addition, consumers should consider the social environment around the housing complex and the facilities offered.

Q: What are the practical implications of this study for developers?

A: The results of this study have important practical implications for developers. Developers should prioritize strategies to improve price competitiveness, while still paying attention to the quality and facilities offered. In addition, developers should focus on effective promotional efforts to attract consumers, taking into account their needs and preferences.

Q: What are the future research directions for this study?

A: Future research can build on the findings of this study by:

  • Conducting a qualitative study to capture the qualitative aspects of consumer purchasing decisions.
  • Conducting a study on other housing complexes to generalize the findings of this study.
  • Conducting a study on the impact of marketing strategies on consumer purchasing decisions.

Q: What are the limitations of this study?

A: This study has several limitations, including:

  • The study only focuses on Bougenville Housing and may not be generalizable to other housing complexes.
  • The study only uses a quantitative approach and may not capture the qualitative aspects of consumer purchasing decisions.
  • The study only uses a sample of 100 respondents and may not be representative of the larger population.