Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X HOME BUYING DECISIONS: INFLUENCE OF QUALITY.
SERVICE.
AND
INCOME LEVEL (STUDY CASE ON GRIYA ARTHA RANCABANGO
HOUSING DEVELOPER)
Rocky Rinaldi1.
Ismayudin Yulizar2.
Putra Pratama3.
Cahyani Kurniastuti4 Fakultas Ekonomi dan Bisnis.
Universitas Muhammadiyah Tangerang rockyrinaldikurniawan@gmail.
com1,ismayudiny@gmail.
com2,putrapratama@umt.
cahyani@umt.
Abstract Property prices are getting higher and higher, making it difficult for people to buy them.
One factor that determines the purchase of a property or house is the quality of its products, services, and the level of income of the surrounding community.
This study aims to examine the effect of product quality, credit service, and community income levels on home purchase decisions in Griya Artha Rancabango.
Tangerang.
The research method used is descriptive associative research.
The population and sample in this study are buyers and potential buyers of Griya Artha Rancabango.
The results showed that it can be concluded that the quality of the product (X1 ) has a positive and significant influence on the purchasing decision (Y) of the That the service (X 2 ) has a positive and significant influence on the purchase decision (Y) of the house.
That the level of consumer income (X 3 ) has a positive and significant influence on purchasing decisions (Y) houses.
that the level of product quality (X1 ), service (X2 ), and consumer income (X3 ) have a positive and significant influence on purchasing decisions (Y) Griya Artha Rancabango.
Keywords : Purchase Decision.
Product Quality.
Income Level Introduction High property prices, disproportionate to income, make people delay in making homebuying decisions.
This makes it difficult for housing developers to find customers.
This will be dangerous for developers because many developers do their business without the support of a lot of assets.
The purchase decision becomes an important thing to note because this will certainly be a consideration of how a marketing strategy will be carried out by the next The company's success in influencing consumers in purchasing decisions is strongly supported by efforts to build communication with consumers by building brands to consumers with marketing strategies, as well as innovating for new variants on a product.
The complex buying decision process often involves several decisions.
A decision involves a choice between two or more alternative courses of In this case, because of high product prices, developers must be able to mix marketing strategies so that consumers remain interested in buying their products.
Because if not, developers will not be able to compete with competitors.
Competition is so tight today that companies must be able to play a reliable Jurnal Ekonomi Volume 15 Nomor 2.
November 2024 marketing strategy and be able to attract consumers so that they can win the market.
Products that have good quality with good differentiation will be products that are most likely to have loyal consumers.
Understanding how consumer behavior will contribute to companies formulating marketing strategies that will later be implemented in introducing and promoting their products to the market.
This means that when a product is about to be produced, long before it has been known what the needs and desires of consumers are.
Because, if the product is not well thought out, the product will not be able to sell optimally, or even not sell well in the market.
As an industrial city.
Tangerang City has 274 million people.
The need for housing is very necessary.
Especially with the population that continues to grow every year.
The decision to buy a residence will be highly coveted by The quality of the property also determines whether potential buyers will buy the property or not.
Because many properties are sold by developers using materials that are not good, the quality of the house building is not good and does not last long.
This is done by the developer to reduce production costs so that the profits will be maximized.
However, if Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X consumers are not satisfied with the products that have been purchased because of the reduction in production costs, this will reduce the brand image of the developer so that the products to be sold in the next period will be difficult to sell.
The quality of the product must be made proportional to the price because the quality of the product is very important to determine whether the product will be purchased or not.
Many developers sacrifice product quality with the lure of 'cheap' prices with the target market eyeing low housing prices.
This will make the market climate unfavorable because developers will only make low-quality products so that their products can be sold cheaply.
Property prices that are too high can also discourage potential buyers from buying them.
Therefore, developers are competing in providing affordable housing for all people.
intermediaries for transactions that have low interest so that it can make the monthly installment fee lower and more attractive to potential consumers.
Services mortgages can also be a determining factor in whether consumers will decide to buy a house that has been in demand.
Because a mortgage is a long process.
Therefore, consumers are more careful in choosing a mortgage, because it will be difficult to settle if the mortgage used in the transaction does not match the criteria required by all parties, both banks and Services in managing mortgages are also very crucial in the smooth running of property buying and selling transactions.
Because if the bank chosen to be the debtor is not right, it will be a problem in the future that must be handled by the developer.
Disputes that may occur in the continuity of the mortgage process will again make the company's brand image Developers must also be able to adjust the price of their property with the income of potential consumers.
Because the price offered is too expensive or even too cheap, the amount of demand and supply for property in an area will be disrupted and the company's income will not be optimal.
Marketing Management Jurnal Ekonomi Volume 15 Nomor 2.
November 2024 Marketing Management is the main issue that is regulated in this marketing management with more emphasis on how to sell goods, services, distribution, and promotion of production so that consumers feel interested in consuming them.
To regulate how goods and services can be sold as optimally as possible and with a reasonable profit ( Hasibuan, 2.
Buying decision Purchasing decisions are a series of processes that start from the consumer recognizing the problem, seeking information about a particular product or brand, and evaluating the product or brand and how well each alternative can solve the problem, which then a series of processes that lead to a purchase decision ( Tjiptono, 2.
Purchasing decisions are a stage in making purchasing decisions where consumers carry out actual buying activities (Philip Kotler & Armstrong, 2.
Product Quality Product quality is a statement of the level of ability of a particular brand or product in carrying out the expected function ( Assauri, 2016:.
Product quality is the ability of a product to perform its function, in this case including overall reliability, durability, ease of operation, product repair, accuracy, and other attributes (P.
Kotler & Keller, 2.
Product quality is a product or service that has met or exceeded customer expectations, giving rise to a decision to buy (Kotler & Keller, 2.
Product quality is the overall combination of characteristics of goods and services from marketing, engineering, manufacture, and maintenance that makes the products and services used to meet customer expectations (Alma, 2.
Service Service is any act or deed that can be offered by one party to another which is essentially intangible and does not result in the ownership of anything (Kotler & Armstrong.
Service quality is a measure of how well the level of service provided can meet customer expectations (Tjiptono, 2.
In other words, two main factors affect service quality, namely Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X expected service, and perceived service.
If the service received or recommended is as expected, then the quality of service is perceived as good and satisfactory.
Meanwhile, if the service received or felt is not as expected, the service quality is perceived as poor quality.
Quality must start with customer needs and end with customer perception.
Consumer Income According to Ardiansyah, income is divided into two, namely gross income and net Gross revenue is the result of the sale of merchandise or the amount of sales Net income is the revenue from sales minus the purchase of materials, transportation costs, levies, and food costs or total income where the total revenue is reduced by the total The amount of gross income will have a direct effect on net income per day (Usman.
Income can be defined as the total income .
oney or no.
of a person or a household during a certain period (Rahardja & Manurung, 2.
Income is all money or all payments received by a person and company in the form of salaries or wages, rent, interest, profits, etc.
, together with unemployment benefits, pensions, and others (Mubarok ).
Research Methode In this study, the authors used a quantitative research approach.
Quantitative research methods can be interpreted as research methods based on positive philosophy, used to examine certain populations or The sampling technique is generally done randomly, data collection uses research quantitative/statistical, intending to test the established hypothesis ( Sugiyono, 2.
This research was conducted on customers and prospective customers of subsidized housing Griya Artha Ranca Bango in Ranca Bango Village.
Rajeg District.
Tangerang Regency.
Discussion A validity test is used to determine whether the questionnaire is valid or not.
The significance test is carried out by comparing r arithmetic with r tables for a degree of freedom Jurnal Ekonomi Volume 15 Nomor 2.
November 2024 ( df ) = n Ae 2, in this case, n is the number of Based on the results of the validity test, it is known that the statement of each variable is declared valid if r count > r table.
The results of the one-way validity test carried out on 100 respondents so that the large df can be calculated as 100 - 2 = 98 and alpha = 0.
05 obtained r table = 0.
It can be concluded that all questionnaire statements are valid because the Pearson correlation values are all above the r table value of 0.
Table 1 Variable Measureme Variable Product Quality ( Indicator .
Conformance Specification .
Durability .
Ability to Provide Service .
Aesthetics .
Perceived quality .
Empathy Service (X 2 Consumer Income Level (X.
Reliability .
Responsiveness .
Guarantee .
Consumer Income Level .
Recognition of Needs Purchase Decision (Y) .
Information Search .
Alternative Evaluation .
Purchase Decision .
Post Purchase Behavior Variables Table 2 Reliability Test Reliability Statistics Cronbach's Alpha N of Items Based on the table of reliability test results, it can be seen that the variables X1.
X2, and Y have Cronbach's Alpha > 0.
So it can be concluded that all variables are declared Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X Table 3 One-Sample Kolmogorov-Smirnov Test Unstandar Residual Normal Parameters mean Std.
Deviation Most Extreme Absolute Differences Positive Test Statistics Asymp.
Sig.
-taile.
The results above show the significant value of asymp .
Sig .
-taile.
168, which means it is greater than 0.
So, according to the basis of decision-making in the Kolmogorov
-Smirnov normality test above, it can be concluded that the data are normally Table 4
Heteroscedasticity Test
Correlations Product
Quality Service Pearson
832 **
Correlation Sig.
-taile.
Service Pearson
832 ** 1
Correlation Sig.
-taile.
Consumer_R Pearson
654 **
evenue_Rat Correlation Sig.
-taile.
Unstandardi Pearson zed Residual Correlation Sig.
-taile.
**.
Correlation is significant at the 0.
01 level .
-taile.
Product Quality From the table above, it can be seen that the significance value of the product quality variable is 0.
520, the service variable is 0.
and the consumer income level variable is Because the value of the three variables is greater than 0.
05, it can be concluded that there is no problem or symptom of That is, the regression model used is feasible to use.
Model Table 5 Multicollinearity Test Collinearity Statistics Toleran VIF Jurnal Ekonomi Volume 15 Nomor 2.
November 2024 Consumer_Rev enue_Rate Unstandardized Residual 803 ** 654 ** (Constan.
Product Quality Service Consumer_Revenue_ Rate Based on the table above, it can be seen that no variable has a VIF value of more than 10 and a tolerance value of less than 0.
which means that there is no correlation between independent variables that is more than 95%.
Meanwhile, from the correlation matrix of the independent variables, it can be seen from table 4.
21 that the independent variable that has the highest correlation is X3 with a correlation value of 0.
355 or about Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X 5% more.
The correlation value is still tolerable because it is still below 95%.
Therefore, it can be concluded that there is no ANOVA a Model multicollinearity between the independent variables in the regression model.
Table 6 F Test Sum of df Mean Sig.
Squares Square Regression 2955.
985,094
Residual 4,592 Total Dependent Variable: Purchase_Decision Predictors: (Constan.
Consumer_Revenue_Rate.
Service.
Product_Quality Determine the significance level of = 5% or 0.
=nAekAe1 = 100 Ae 2 Ae 1
= 97
F table = .
: 0.
05 ) = 2.
From the table above, the calculated F is 501 when compared to the F table of 2.
then F count > F table.
This shows that H4 is And when viewed through the level of significance, the level of significance in the F test is below 0.
This means that there is a significant and simultaneous influence of Product Quality.
Service, and Consumer Income Levels together on House Purchase Decisions at Griya Artha Rancabango.
T-Test Based on the analysis that has been done, the results obtained that product quality has a positive and significant influence on purchasing decisions.
This is evidenced by the value of tcount > ttable with a significance value below 0.
So it can be concluded that product quality (X.
has a positive and significant influence on purchasing decisions (Y) for the Griya Artha Rancabango.
If the quality of a product is good, it will have an impact on increasing purchasing decisions and will have an impact on increasing sales value which is very good for the company.
The results obtained that mortgage services have a positive and significant influence on purchasing decisions.
This is evidenced by the value of tcount > ttable with a significance value below 0.
So it can be concluded that the service (X.
has a positive and significant influence on the purchase Jurnal Ekonomi Volume 15 Nomor 2.
November 2024 decision (Y) of the Griya Artha Rancabango.
the service at the time of managing a mortgage is good, it will have an impact on increasing purchasing decisions and will have an impact on increasing sales value which is very good for the company.
The results showed that the level of consumer income has a positive and significant influence on purchasing decisions.
This is evidenced by the value of tcount > ttable with a significance value below 0.
So it can be concluded that the level of consumer income (X.
has a positive and significant influence on (Y) Griya Artha Rancabango.
If the level of consumer income is high, it will have a high impact on purchasing decisions and will have an impact on increasing sales value which is very good for the company.
Conclusion It can be concluded that product quality (X1 ) has a positive and significant influence on purchasing decisions (Y) for Griya Artha Rancabango.
It can be concluded that the service (X 2 ) has a positive and significant influence on the purchase decision (Y) of Griya Artha Rancabango.
The level of consumer income (X 3 ) has a positive and significant influence on purchasing decisions (Y) Griya Artha Rancabango.
the level of product quality (X.
, service (X.
, and consumer income (X.
have a positive and significant influence on Jurnal Ekonomi : Journal of Economic p-ISSN 2087-8.
e-ISSN : 2528-326X Rancabango.
(Y)
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