Factors influencing customers' purchase intention towards residential property in Desa Ilmu, Samarahan / Martha Bagie

The purpose of this study is to understand the factors that influence purchase intention of the consumers towards buying a house. The paper makes a closer look into four major factors that have already been revealed in an earlier study. These four leading factors are Location, Price, Financial and Lifestyle. This study focuses on these four factors and uses a self-administered Questionnaire on a 185 customers drawn from selected destinations at Samarahan city. The results of the study indicate that the customers' consider location as the most important factor of consideration and other factors ranked in terms of importance are price, financial, and lifestyle. Most of the respondents who have ranked location as their most important factor have also ranked price as the second important factor and vice versa. The findings of this study are limited by the number of respondents and the absence of other methods to obtain the
results other that secondary research and questionnaire.