Analisis Faktor Yang Memengaruhi Keputusan Pembelian Rumah Di Perumahan Graha Indah Paciran Lamongan

Adi Lukman Hakim, Suyitno Suyitno, Evi Elmiana

Abstract


Introduction: This study aims to determine the factors that influence consumer purchasing decisions in purchasing homes in Graha Indah Housing Paciran Lamongan. Method: The method  used  in  this  research  is  factor  analysis  with  the sampling technique using a combination of cluster sampling and purposive sampling. Finding/Results: The results of this analysis  indicate  that  there  are  6  factors  that  influence consumer decisions in buying a home in Graha Indah Housing Paciran Lamongan, namely Marketing Strategy, Personal and Environmental, Social, Economic, Relief, and Desire. While the most dominant factor is consumer external factors, namely the Marketing Strategy factor with a percentage of 16,217%.

Keywords: factors, consumer behavior, purchasing decisions


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