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ANALISIS FAKTOR- FAKTOR GAYA HIDUP DAN PENGARUHNYA TERHADAP PEMBELIAN RUMAH SEHAT SEDERHANA (Studi pada Pelanggan Perumahan Puri Dinar Mas PT. Ajisaka di Semarang)


Abstract : The objective of this research is to analyze the change of customers’ lifestyle in purchasing RSH (RSH means Simple and Healthy House) by using AIO factors.
By analyzing AIO (activity, interest, and opinion), this research is aimed to find out whether lifestyle influences the decision of purchasing RSS. Proportional Stratified Random Sampling method is employed to analyze three different types of house: type 29, 36, and 45 with 90 respondents as the chosen sample. The analysis employs factor analysis and multiple linier regressions. Factor analysis results in five factors considered by customers in purchasing RSH. They are social, family, pleasure, reference, and identity factors. Analysis using multiple linier regressions shows that there are two significant factors that influence the decision to buy a house: social factors (social activity of the community, location, and the future) and identity factors (occupation and preference in design).

Keywords : Life Style, Simpel and Healthy House, Decision of Purchasing.


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