ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI PERMINTAAN PEMBELIAN RUMAH TINGGAL DI DAERAH KEROBOKAN KUTA UTARA BADUNG

Abstract

The growth of the property industry in Bali, particularly in North Kuta Kerobokan, has experienced rapid development in line with the increasing allure of this area as a tourism and investment center. This research aims to analyze the factors influencing the demand for residential home purchases in the region and to identify the most dominant factors affecting purchasing decisions. The research method used is descriptive quantitative, with data collection techniques through questionnaires distributed to 55 respondents, consisting of real estate agents and home buyers in Kerobokan. The data were analyzed using validity tests, reliability tests, and mean ranking methods with the aid of SPSS software. The study shows that there are four main factors influencing the demand for residential home purchases, namely economic conditions, demographic conditions, location conditions, and residential preferences. In the economic condition variable, the most influential indicator is the house price with a mean value of (mean = 3.64). In demographic conditions, the highest indicator is marital status (mean = 4.00) and the number of family members (mean = 3.84). The location condition variable is the most dominant factor, with indicators of cleanliness and environmental quality (mean = 4.22) and availability of public facilities (mean = 4.16) ranked at the top. Meanwhile, in residential preferences, the highest indicators are functional spatial design (mean = 4.18) and the completeness of facilities within the house (mean = 4.15). Overall, the research results indicate that environmental cleanliness, availability of public facilities, and ease of access are the main considerations for consumers before purchasing a house in Kerobokan. This finding is relevant to the characteristics of the Kerobokan area as a rapidly developing residential and tourist area, where prospective buyers tend to consider comfort, investment

Keywords: property demand, residential homes, location factors, Kerobokan