effect of consumer perception and preference towards satisfaction of subsidiarypurchasing: case study of pt bsm property

The purpose of this study was to determine the effect of consumer perceptions on consumers'decisions to buy subsidized housing products and determine the effect of preferences on consumers'decisions to buy subsidized housing. in this study using two types of data, namely primary data types andsecondary data types. the research sample is 167 consumers in pt bsm property based on data inaugust 2019. data analysis includes validity and reliability, descriptive analysis and sem testingby taking seven steps of analysis. the results obtained: 1) parameter the estimated standardizedregression weight coefficient value is 0.488 and the cr value is 5.845, this shows that the relationshipbetween consumers' perceptions with positive purchasing decisions, and; 2) the estimated parameter valueof the standardized regression weight coefficient is 0.487 and a cr value of 5.789 shows that therelationship of consumer preferences with positive purchasing decisions. based on statistical test resultsthat have been carried out using amos tools with sem (structural equation modeling) method, it can beconcluded that: 1) consumer perception (location, product price, promotion, facilities, and image) has apositive and significant effect on the satisfaction of subsidized housing purchase at pt bsm centralkalimantan property, and; 2) consumer preferences (payment methods, environmental influences, andsocial factors) have a positive and significant impact on the satisfaction of the purchase of subsidizedhousing in pt bsm central kalimantan property. the contribution of this research is to help developersto determine the combination of home attributes in accordance with consumer preferences and references.