ANALISIS PERSEPSI KONSUMEN TERHADAP KEPUTUSAN MEMBELI PERUMAHAN GRIYA KEMBAR LESTARI DI KOTA JAMBI

Abstract

This research goals to analyze consumers perception on consumers decision to buyhouse at Griya Kembar Lestari, to analyse house’s buying indicators such as house’sprice, house’s quality, type, house’s facility, house’s location and transaction system.This research location is at Griya Kembar Lestari. With 60 residents as respondents.This research is using survey methods which is taking sample from population andusing questioner as data collection instrument. Analytical method is using rankingscale method throngh indexes as measurement units to know level of agreement ofresidents. It is concluded that Griya Kembar Lestari is aimed to midle lower class ofconsumers market segment. Respondents character are ageing from 35 to 44, incomeRp 1,000,000.00 to Rp 2,000,000.00, family members 4-5 person, and occupation aredominated by private employee based on considered indicator, price is the mustaffective variable.

Key words : perception, consumer, buying decision.