MARKET SEGMENT ANALYSIS OF HOME PURCHASE IN GRESIK DISTRICT, SOUTH REGION

Abstract

Gresik City in the south is a landed house development area. A number of companies have already looked at the area close to the big city of Surabaya. A number of areas in the southern Gresik City have now been plotted for housing, including in the Subdistricts of Menganti, Driyorejo, Wringinom and Kedamean. This study uses quantitative research in which data are expressed in numbers and analyzed by statistical techniques. The method used is an associative method which is a study using at least two variables. The conclusion in this study that the position of the southern region of Gresik is directly adjacent to the city of Surabaya. The high level of density in the city of Surabaya causes the development of settlements increasingly spread to the border region. One of the goals of Surabaya City residents to choose to buy a house in the border area of ​​the city is to be able to live in a quiet and inexpensive settlement close to the center of Surabaya. This can be seen from the results of research that geographical market segmentation has the greatest influence on home purchase decisions.