Keywords
Service Quality
Products and Purchase Decisions
How to Cite
Abstract
The demand for houses increases very rapidly every year, largely due to the increase in population. There are several factors that influence the decision to purchase a mortgage, namely price, quality of service and product. The population in this research is BTN Syariah KCPS Jombang customers who purchased KPR between 2021-2022. The sample was determined using purposive sampling which obtained 76 respondents. Questionnaires were used to collect data and then used multiple linear regression analysis with the help of SPSS version 22. Research findings showed that price and service quality partially influenced purchasing decisions. However, the product has no influence on purchasing decisions. Simultaneously, mortgage purchasing decisions are influenced by price, service and product quality. This research has strategic implications for BTN Syariah KCPS Jombang in improving the quality of services and products as well as affordable prices to increase mortgage purchasing decisions. This can help BTN Syariah KCPS Jombang increase market share and increase customer satisfaction