Housing Competition Is Growing in Pontianak
Housing is closely connected to economic activity because residential development involves construction companies, workers, household income, spending, and related businesses. At the same time, a house is a major consumer purchase, requiring buyers to compare different properties, specifications, facilities, locations, and prices before making a final decision.
The property market in Pontianak and neighboring Kubu Raya Regency has continued to develop alongside demand for housing. Data cited by Chairullah and Samsuddin from DPD APERSI West Kalimantan in 2026 recorded eight housing developers operating in the area, including PT Arfiz Karya Tritama, the developer of Serdam Residence Borneo Khatulistiwa Raya.
Competition among developers means that housing companies must differentiate their products while keeping prices attractive to prospective buyers.
At Serdam Residence Borneo Khatulistiwa Raya, PT Arfiz Karya Tritama offers type-36 houses with specified construction materials and additional facilities. The developer also provides purchasing incentives, including relatively low down payments and other financial benefits.
However, company records show that housing sales declined during the period examined by the researchers. The price of a type-36 house increased from Rp177 million in 2023 to Rp182 million in 2024 and remained at Rp182 million in 2025.
During the same period, total sales fell from Rp27.081 billion in 2023 to Rp13.468 billion in 2024, before declining further to Rp11.102 billion in 2025.
These figures do not establish that the price increase caused the decline in sales. However, they provide an important market context for examining how consumers evaluate housing quality and price when deciding whether to purchase a home.
What Buyers Consider When Choosing a House
Chairullah and Samsuddin examined two main factors: product quality and price.
For housing, product quality is broader than simply the appearance of a building. It includes the features offered, construction performance, durability, and reliability.
At Serdam Residence Borneo Khatulistiwa Raya, the specifications include construction materials such as Tiga Roda cement, Krakatau Steel, Mulia ceramic tiles, Supreme cables, Rucika pipes, TOTO sanitary ware, and Kencana metal roofing.
The housing development also provides supporting facilities such as carports and fences, as well as a repair warranty following the handover of the house.
The second factor is price. Buyers evaluate not only the listed selling price but also discounts, allowances, payment periods, and credit terms. These considerations can affect whether consumers perceive a housing package as financially appropriate.
The developer offers several purchasing incentives, including down payments starting at approximately Rp1 million, exemption from BPHTB fees, free certificate name transfer, carports and fences, and post-handover repair warranties.
100 Housing Consumers Participated
Chairullah and Samsuddin used a quantitative research design based on questionnaires and interviews.
The study involved 100 consumers of Serdam Residence Borneo Khatulistiwa Raya. Respondents were selected using purposive sampling, meaning participants were chosen according to criteria relevant to the research.
The researchers also used company documents containing sales information from 2022–2025 and data concerning housing products and prices.
Each of the three variables—product quality, price, and consumer purchase decision—was measured using 15 questionnaire statements. Respondents evaluated the statements using a five-point scale ranging from strongly disagree to strongly agree.
The researchers processed the data using SPSS and applied multiple linear regression to determine how product quality and price affected consumers’ housing purchase decisions.
The questionnaire indicators were found to be valid, while reliability testing showed Cronbach’s Alpha values of 0.812 for product quality, 0.841 for price, and 0.857 for consumer purchase decision.
Product Quality Positively Influences Purchase Decisions
The statistical analysis found that product quality had a positive and significant effect on consumers’ decisions to purchase houses.
Product quality recorded a regression coefficient of 0.171, with a significance value of 0.013. Its standardized coefficient, or Beta, was 0.254, while the calculated t-value reached 2.523, above the critical value of 1.984.
The result indicates that consumers consider the physical characteristics and expected performance of a house when evaluating whether to purchase it.
For Serdam Residence Borneo Khatulistiwa Raya, the quality assessment includes building specifications, construction materials, supporting facilities, and reliability-related features such as the repair warranty.
The finding is consistent with the consumer decision-making process described in the article, where buyers compare available alternatives before making a final decision.
Price Also Matters
Price also had a positive and significant effect on consumer purchase decisions.
The price variable produced a regression coefficient of 0.202, with a significance value of 0.025. Its standardized Beta was 0.228, while the calculated t-value was 2.269.
The researchers emphasize that this positive relationship should not be interpreted as meaning that a higher house price automatically makes consumers more willing to buy.
Instead, the result reflects how consumers evaluate the price together with the benefits and purchasing terms attached to the housing offer.
In other words, consumers may consider whether the price is appropriate for the house quality, facilities, financing arrangements, and other benefits they receive.
Quality and Price Explain 16.1% of Purchase Decisions
When product quality and price were analyzed together, the two variables had a significant simultaneous effect on consumers’ housing purchase decisions.
The F-test produced an F-value of 9.323, higher than the critical value of 3.09, with a significance value of 0.000.
However, the two variables do not explain the entire decision-making process.
The coefficient of determination (R²) was 0.161, meaning product quality and price jointly explained 16.1% of the variation in consumer purchase decisions. The remaining 83.9% was associated with other factors outside the research model.
The authors note that possible factors for future investigation include location, accessibility, facilities, promotion, service quality, financing convenience, and corporate image. These factors were not empirically tested in the present study and therefore cannot be treated as findings of this research.
Implications for Property Developers
The findings provide a practical message for PT Arfiz Karya Tritama and other property developers competing in Pontianak.
Maintaining housing quality is important because prospective buyers evaluate tangible characteristics of a property before committing to a major purchase. Construction materials, building performance, durability, facilities, and after-sales support can help communicate the value of a housing product.
At the same time, developers need to establish prices and purchasing terms that consumers perceive as appropriate. Down-payment policies, administrative incentives, payment periods, and other financial arrangements can become part of the overall value proposition.
Chairullah and Samsuddin of Universitas Muhammadiyah Pontianak conclude that product quality and price remain relevant factors in explaining housing purchase decisions, although their combined explanatory power is limited. Their findings suggest that property companies need to manage housing quality and pricing together while also paying attention to other elements of the consumer experience.
For future research, the authors recommend examining a broader range of factors and involving more respondents across wider geographical areas. Qualitative or mixed-method research could also provide deeper insight into why consumers choose particular housing products.
Author Profiles
Chairullah
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. His research in this article focuses on marketing, consumer behavior, product quality, pricing, and housing purchase decisions.
Samsuddin
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. His research contribution in this article focuses on marketing management, consumer purchase decisions, pricing, product-related factors, and business behavior.
The article text provided does not specify the authors’ academic degrees or professional titles. Therefore, no degrees have been added to avoid introducing unsupported information.
Research Source
Article Title: The Effect of Product Quality and Price on Consumers’ Decisions to Purchase Houses at Serdam Residence Borneo Khatulistiwa Raya, PT. Arfiz Karya Tritama, Pontianak
Authors: Chairullah and Samsuddin
Affiliation: Faculty of Economics and Business, Universitas Muhammadiyah Pontianak
Journal: International Journal of Economic, Finance and Business Statistics (IJEFBS)
Volume: 4, No. 4
Publication Year: 2026
Pages: 531–546
DOI: https://doi.org/10.59890/ijefbs.v4i4.30
Official Journal: http://journalijefbs.my.id/index.php/ijefbs
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