Effect of Product Attributes, Promotions, and Motivation on Subsidized Home Buying Decisions

Abstract

Subsidized housing is a government program with the aim of meeting the housing needs of low-income peoplewhere subsidies or housing financing assistance are in the form of houses with selling prices below market prices. The purpose of this study is to identify the characteristics of buyers who have made subsidized home loan agreements in Perumahaan Sentra Hills Tenjo, Analyze the influence of product attributes, promotions, and motivations on the decision to buy subsidized houses in Sentra Hills Tenjo. This study uses a cross sectional design method. This research approach uses a quantitative description. The quantitative approach was carried out using the census method. Data processing and analysis techniques using Structural Equation Modeling (SEM). The results showed that product, promotion and motivation variables affect the purchasing behavior of subsidized houses in Sentra Hills Tenjo Housing. In products, the increase in products both in terms of quality will also increase consumer purchasing behavior to buy subsidized houses in Sentra Hills Tenjo Housing. In promotion, the increase in promotion both in terms of quality and intensity as well as excessive promotional media will reduce consumer purchasing behavior to buy subsidized houses in Sentra Hills Tenjo Housing. in intrinsic motivation, the increase in intrinsic motivation or motivation within will increase consumer purchasing behavior to buy subsidized houses in Sentra Hills Tenjo Housing. Extrinsic Motivation, the increase in extrinsic motivation or motivation from outside will increase consumer purchasing behavior to buy subsidized houses in Sentra Hills Tenjo Housing.