PENGARUH PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PERUMAHAN DI KOTA PADANG DENGAN KELUARGA SEBAGAI VARIABEL PEMODERASI (STUDI KASUS PADA PT HATI PRIMA GRIYA ELOK)

Abstract

This study aim to investigate the effect of Product, Price and Location on house
purchase decision with Family as moderating variabel. By using Schiffman and Kanuk
(2008)’s framework, moderated regression model were developed in this study. The
consumer of PT. Hati Prima Griya Elok are used to investigate this fenomena, the total
population is 280 consumers with final sample 165 respondents. MRA is applied to
analyze the data. The results show that the Product, Price and Location have a positive
significant effect on house purchasing decision. In addition, Family also impact
significantly on house purchasing decision. Further more, Family strengthen the
relationship between Product, Price and Location with house purchasing decision. This
findings imply practically that product, price and location are important determinants of
house purchasing decision. Therefore, the result also theoritically contribute to
Schiffman and Kanuk (2008)’s framework.
Keywords : Product, Price, Location, Family and Purchasing Decision