FACTORS INFLUENCING CONSUMER BUYING INTENTION FOR HOUSING UNIT IN DEPOK

• Main Author: Tanjung Maoludyo, Faishal
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70906
• Institution: Institut Teknologi Bandung

Housing demand and supply in Jakarta is not balanced with the situation in greater demand. This makes the price of land rises. For those who could not afford to buy a home should choose to live in cities buffers such as Bogor, Depok, Tangerang, and Bekasi. Consultant of John Lang Lassele said that Depokis the most targeted by buyers and investors. To take advantage of these opportunities, housing developers must know the characteristics of prospective homebuyers in Depok. This research will seek consumer behaviour in buying process of house in Depok. The reason why choose Depok is this city are the fastest growing city among the others. The basis of this study using input phase and the phase of the process. Input phase consists of marketing efforts by companies and social state of the environment. In the marketing efforts include marketing mix (4P) and the state of the state of the social environment includes influential people in buying property. In the phase of the process consists of awareness needs, information search, and evaluation options. The research will use questionnaires Both will be asked to use a Likert scale and with a nominal cross-sectional method. Once the data is collected, the data will be analysed using descriptive analysis.Results indicate if the personal decision as important as the decision of the couple. They buy because of the urgent decision to stay. The sources of information used are the newspapers, the Internet, friends, and exhibition. Among many factors, the price factor is the most important factor.