Faktor-Faktor Yang Berpengaruh Dalam Keputusan Pembelian Rumah Untuk Masyarakat Berpenghasilan Rendah

Andhika Mendrofa (Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya)
Heri Wibowo (Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya)
Ivan Sofyan (Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya)
Taufiq Hendrawan (Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya)
Wita Witria (Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya)

Indonesian Business Review
Vol 1 No 1 (2018): Indonesian Business Review

Focus of this research is to study factors influencing the decision-making to purchase houses for low-income communities (“MBR”) in which the objective is to find the factors considered by the MBR to purchase a house. The survey covers Jakarta, Bogor, Depok, Tangerang and Bekasi (“Jabodetabek”) conducted through online media and direct meeting with 251 respondents (188 respondents is categorized as the MBR and intend to purchase houses). Questionnaire uses Likert Scale with factor and descriptive analysis. Based on result, the considering factors are price, location, promotion, facilities and financing in which the most dominant factors are price and location.