ANALYSIS OF FACTORS AFFECTING CONSUMER PURCHASE DECISION OF MUSTIKA PLAMONGAN ELOK SEMARANG RESIDENTIAL AREA

Abstract

There is an urgency in the house needed in Central Java, especially Semarang, in line with the increase of population growth in Semarang. The problem in this study is the decline in consumer purchasing decisions in the area of housing Mustika Plamongan Elok, while in the surrounding housing has increased. The purpose of this study was to analyze the effect of perceptions of house quality, interest in advertising flyers, word of mouth and the image of the region of the housing purchase decision Mustika Plamongan Elok. The sample used in this study were 100 customer of Mustika Plamongan Elok Semarang. Methods of data collection using questionnaires. The analysis technique used is multiple linear regression. According to analysis done can be seen that perceptions of the quality of the home, interest in advertising flyers, and word of mouth has positive and significant effect on the image of the region as well as the perceptions of house quality, interest in advertising flyers, word of mouth and image of the region has positive and significant effect on decision purchasing Mustika Plamongan Elok housing.