Abstract
This study aims to analyze the factors influencing customer decisions regarding mortgage loans (Kredit Perumahan Rakyat or KPR), both individually and collectively. Employing a sample of 90 participants selected through random sampling, data collection was conducted through a structured questionnaire. The study employed multiple linear regression analysis to investigate the influence of various factors. The findings unveiled that price level, service quality, and procedural efficiency wield significant impacts on customer decisions in selecting KPR products. This highlights the pivotal role these factors play in the decision-making processes of customers. Conversely, the research discovered that promotional activities lack significant effects on customer decisions, indicating a potential necessity for KPR providers to reassess their promotional strategies. Grasping these insights can aid KPR providers in customizing their offerings to better align with customer preferences and requirements, thereby bolstering their competitive edge within the market landscape.
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