Evaluation of Location Aspect in Buyer's Decision to Purchase Elite Residence in Medan

Abstract

House is a basic need for human beings. Many developers prepare ready-to-livein houses for the community. Selection of each individual on his dream house or residence is a personal need and preference. The developer prepares the housing in fulfilling individual's preferences and needs. However, there are few developers who want to conduct customer surveys on preferences and expectations regarding the housing that has been bought when it can be a learning experience in the next housing development. This study is aimed to evaluate location factors in consideration of elite residence buyers in the city of Medan in aspects of accessibility, mobility, amenities, and environments. A total of 120 residence owners were randomly selected and participated in the study. The ranking scale and second order analysis are used to measure the importance of the location aspect from the buyer's point of view. The results indicate that the buyer of elite residence in Medan city is very concerned about the location aspect, especially the location that is free from flood and safe from crime. Housing accessibility also needs to be considered in selecting locations and developing housing in Medan city. Mobility is perceived as the least important factor in purchasing decisions due to the mobility of owners can be accommodated through good accessibility.