ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN DEBITUR DALAM MEMILIH PRODUK KPR BERSUBSIDI PADA PERUSAHAAN PT. MADANI SEJAHTERA INVESTASI

Authors

  • Ainin Hadrah Universitas Pekalongan
  • Siti Nurhayati Universitas Pekalongan

DOI:

https://doi.org/10.53866/jimi.v5i1.672

Keywords:

Service and Administration, Promotion, Building Quality, Debtors' Decisions

Abstract

The limited access of low-to-middle-income communities to affordable and decent housing persists despite
the increasing demand for subsidized mortgage (KPR Bersubsidi) homes at PT. Madani Sejahtera
Investasi. This study aims to determine the influence of Service and Administration, Promotion, and
Building Quality factors on debtors' decisions in choosing subsidized mortgage products at PT. Madani
Sejahtera Investasi. This research employs a quantitative approach, with data collection conducted through
questionnaires targeting a population of debtors who have opted for subsidized mortgage products at PT.
Madani Sejahtera Investasi. The sampling technique used is Non-Probability Sampling. Data analysis is
performed using multiple linear regression analysis with SPSS software. The findings indicate that the
Service and Administration variable has a positive and significant influence on debtors' decisions in
choosing subsidized mortgage products at PT. Madani Sejahtera Investasi. The Promotion variable has a
negative but not significant influence on debtors' decisions, while the Building Quality variable has a
positive and significant influence on debtors' decisions. Based on these findings, it is recommended that PT.
Madani Sejahtera Investasi enhance its evaluation of effective promotional outreach to ensure that the
public is aware of the availability of subsidized mortgage products offered by the company.

Author Biography

Siti Nurhayati, Universitas Pekalongan

Guru Besar Universitas Pekalongan

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Published

2025-01-29