Behavioral Determinants Of Housing Consumer Purchasing Decisions In Medan City
DOI:
https://doi.org/10.54066/ijmre-itb.v1i2.757Keywords:
Intrinsic Factors, Extrinsic Factors, Purchase Decision Behavior Housing areaAbstract
This study aims to determine and analyze the influence of intrinsic and extrinsic factors on the behavior of housing purchase decisions in the city of Medan. The type of research used in this research is associative research with a quantitative approach. The population in this study is housing consumers in the city of Medan, North Sumatra whose number cannot be determined/unlimited. The sampling method used a nonprobability sampling method with a purposive sampling technique, where the researcher collects information from the most complete and fulfills various information needs. And accidental sampling provides questionnaires directly/coincidentally to meet the respondents who are said to be appropriate and worthy of the existing research. with the zikmund formula so that the number of research samples was 96 respondents. Methods of data collection is done by means of questionnaires and interviews. The data analysis method used is multiple linear regression analysis. Results Based on the research obtained partially and simultaneously, it shows that intrinsic and extrinsic factors influence purchasing decision behavior in the city of Medan. The results of the coefficient of determination test obtained the Adjusted R square value of 0.768 (76.8%). This shows that the intrinsic and extrinsic factors are able to explain the behavior of purchasing decisions by 76.8%, while the remaining 23.2% is influenced by other variables not examined in this study.
References
Alma, Buchari. 2018. Manajemen Pemasaran & Pemasaran Jasa. Bandung: ALFABETA
Arianty, Jasin, dan Khodri. 2019. Manajemen Pemasaran Konsep dan Praktek. Medan: Perdana Publishing.
Engage. 2013. Marketing Media Communication. United States: McGraw-Hill Companies.
Gunelius, Susan. 2013. 30-Minute Social Media Marketing. United States:
McGraw-Hill Companies.
Kelly et al. (2013). System Marketing Ideal. New Jersey: Pearson Prestice Hall, Inc.
Kotler, Philip dan Amstrong, Gary. 2014, Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta : Erlangga.bbb
Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management, 15th Edition. New Jersey: Pearson Prestice Hall, Inc.
Marinkovic, Veljko. et al. 2014. “The antecedents of satisfaction and revisit
intentions for full-service restaurants”. Marketing Intelligence & Planning. 32, (3), 311-327.
Peter. JP. Dan J.C. Olson. 2014. Consumer Behavior & Marketing Strategy Ninth Edition. The McGraw-Hill Companies.
Prabowo, A., Wahyuni, E. S., Bakti, S., Sari, P. B., & Rossanty, Y. (2022). Does Raising Environmental Awareness and Creating Pro-Environmental Attitudes Drive the Intention to Revisit Among Visitors?. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3).
Prabowo, A. (2023). Determinan Peningkatan Kepuasan Pelanggan Pada PT. Mondelez Internasional Medan. Jurnal Ekonomi Bisnis Manajemen Prima, 4(2), 83-97.
Rusiadi, et al. (2014). Metode Penelitian Manajemen, Akuntansi Dan Ekonomi Pembangunan, Konsep, Kasus Dan Aplikasi Spss, Eviews, Amos Dan Lisrel. Cetakan Pertama. Medan: Usu Press.
Sangadji, & Sopiah. 2013. Perilaku Konsumen. Yogyakarta: Penerbit Andi.
Sugiyono, (2017). Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. Bandung: ALFABETA.
Swastha dan Irawan. 2017. Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tjiptono. 2014. Manajemen Pemasaran Dan Bisnis. Jakarta: Nusa Indah Pustaka.
Zeithaml, V.A., M.J. Bitner, D.D. Gremler. (2018). Services Marketing: Integrating Customer Focus Across The Firm 7 Edition. Mc.Graw-Hill. Boston.
