Pengaruh Lokasi, Desain, Fasilitas dan Harga terhadap Keputusan Pembelian Properti Rumah Tinggal di Kecamatan Medan Sunggal Kota Medan Provinsi Sumatera Utara ( Studi Kasus Perumahan PT. Zona Property Indonesia )

Abstract

The construction of various real estates in Medan has enables people to choose the best housing. There are some factors which are considered in buying housing since they become critical and selective in making the decision. The objective of the research was to analyze the influence of location, design, facility and price on decision to buy real estate in Medan Sunggal Subdistrict, Medan.

The population was 211resondents and 67 of them were used as the samples, taken by using purposive sampling technique. The data were gathered by conducting interviews and field research and analyzed by using multiple linear regression analysis. The result of the research showed that simultaneously, at a 0.05, there was significant influence of location, design, facility, and price on consumers' satisfaction with decision to buy real estate in Medan Sunggal Subdistrict. Medan, at Adjusted R was 72.8% Partially, the variables which had significant influence on decision to buy were the variables of design and facility

It is recommended that the developers maintain and make better the policy on the flexibilicz of design and focity in developing real estate and offering some standard designs which represent the concept of flexible house to accelerate the decision to buy.