Faktor-faktor perlakuan pengguna yang mempengaruhi pembeli dalam membuat keputusan pembelian harta tanah kediaman kes kajian : daerah Melaka Tengah

Abstract

According to the theory of hierarchy of needs Mashlow, the most important thing in our life after the food is a house or human habitation. Thus, residential property is a basic need of every individual either for purchased or rented. Typically, there are many factors that influence the buyer in making the decision to buy a residential property. Apart of macro and micro factors, consumer behavioral factors are some of the factors that influenced buyer in housing purchased decision making. This is because consumer behavioral factors is more about the characteristics of the buyers' including their own needs and desires in order to make a decision while purchase a product. So that, it can be seen that consumer behavioral factors is a very important factors that should be studied in order to see how far it influence buyer in housing purchase decision making. The objective of this study was to identify consumer behavioural factors influence buyer in housing purchase decision making and for the second objective is to analysis the main of that consumer behaviour factor influence buyers in housing purchase decision making .The method of data collection for this research is through the distribution of questionnaires form for the buyer only. The method of analysis in this research are using Content Analysis (Objective 1) while Descriptive Analysis, (Frequency Analysis, Likert Scalling Analysis), Multidimensional Scalling Analysis (MDS) and Cross-Tabulation Analysis to achieved objective 2 which is to see respondent profile and to determine the priority factors which influence them in housing purchase decision making. The result shows that, among all the 40 of consumer behavioral factors, there are 13 factors reveals that most influenced buyer like Psychological and Personal factors. While there are 3 consumer behavioural factors that strongly not influencing buyer like Cultural and Social factors. In conclusion, the factors that strongly influenced buyer in housing purchase decision making is a Psychological factors such as sub factor of attitude, perception, and learning and follow by the Personal factors such as financial capability, credit facilities, interest rate and age.