Pengaruh Lokasi, Harga, dan Fasilitas terhadap Keputusan Menyewa Produk Jasa (Studi pada Keputusan Menyewa Tempat Kos oleh Mahasiswa Generasi Z di Kota Malang)

Abstract

Abstract

This article examines how location, price, and facilities shape Generation Z students' decisions to rent boarding houses in Malang City, both jointly and individually. Malang's position as a major higher-education hub in East Java drives a steady influx of non-local students who need temporary accommodation, making it important to empirically understand the considerations behind their rental choices. A quantitative survey design was applied, involving 80 Generation Z respondents who had lived or were living in a boarding house in Malang City and who made their rental decisions independently, selected through purposive sampling. Data were gathered via an online questionnaire and analyzed using multiple linear regression. The results confirm that location, price, and facilities each exert a positive and significant effect on rental decisions, both simultaneously and partially, with price emerging as the most dominant predictor based on its standardized beta coefficient. These findings contribute academically to consumer-behavior research in housing services and offer practical guidance for boarding-house managers in designing location, pricing, and facility strategies that align with Generation Z preferences.

Keywords: Location; Price; Facilities; Rental Decision; Generation Z