Determinant Factor of Millennials' Intention Toward Purchasing Homes

Housing developers who make millennials a target market need to know the factors that influence millennial generation purchasing intentions. Therefore this research was conducted, by taking research locations in Malang because it has a growing property business development. The aim is to find out the dominant factors that influence millennial purchase intentions in Malang. This research is a quantitative study using PLS model analysis and hypothesis testing. The research data were obtained from research samples using a questionnaire. Based on the investigation, it had found that the dominant factor influencing millennial purchase intention in Malang was the lifestyle. The lifestyle has a positive influence on the purchasing home intention of 0.64. Besides, hypothesis testing gets a result that attitudes, lifestyles, and behavioural control perceptions had a positive and significant effect on millennial purchase intentions in Malang. At the same time, relationship test results show that subjective norms have a positive but not significant impact on millennial purchase intentions in Malang.