Atribut Faktor yang Mempengaruhi Keputusan Pembelian pada Perumahan Subsidi oleh Konsumen

Abstract

The house is one of the products which resulting from the design process of an architect. The house is one of the basic human needs as a livable place to live, a means of fostering a family, a reflection of the dignity and worth of its inhabitants and an asset for its owner. The subsidized housing is intended for low-income people. This study intend to identify the attributes of the marketing mix factors that are the basis for considering housing purchase decisions by consumers. This research uses literature review approach. The results of this study include product attributes (the building area of ​​the housing unit meet the consumer needs, the building construction quality of  appropriate with the specifications of the developer and facade design), price attributes (payment flexibility, price suitability with consumer purchasing power and resale prices higher than the current price), location attributes (easy to access the housing location, the housing location be passed public transportation, the distance of housing to activity centers and other public service facilities and complete facilities) and promotional attributes (the existence of activities to introducing the products through attractive promotional designs, promotions in various media, giving gifts to attract consumer interest and discount prices to attract consumer interest).