PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN RUMAH DI MANALI HILL KABUPATEN MALANG

Manali Hill Housing in Malang Regency is a rapidly developing residential area, making it relevant to study the factors influencing purchase decisions. This study analyzed the effect of product attributes on house purchase decisions using a quantitative method with a questionnaire survey of 40 customers, analyzed through multiple linear regression with the latest version of SPSS. The results showed that product attributes including location, public and social facilities, price, mortgage facilities, legality, developer credibility, and promotion significantly influenced purchase decisions, with mortgage facilities being the most dominant factor. In conclusion, the right combination of product attributes, particularly adequate mortgage facilities, played an important role in increasing house purchase decisions.