The purposes of this research are analyzing and getting empirical evidence regarding the effect of service quality, location, down payment, and procedures on loan towards the decision to make housing ownership loan (case study at PT Bank Tabungan Negara (Persero) Tbk. Semarang Branch Office) both simultaneously and partially. The population in this research is the customer of housing ownership loan at PT Bank Tabungan Negara (Persero) Tbk. Semarang Branch Office. The sampling technique uses purposive sampling amounting to 100 respondents. The data used in this research is primary data obtained through questionnaires. The model of analysis uses Multiple Linier Regression Analysis, whereas the analysis technique uses F Statistic Test, Coefficient Determination (R2), and t Statistic Test. The results of analysis and discussion of this research show that variables of service quality, location, down payment, and procedures on loan simultaneously have significant effect towards the decision to make housing ownership loan at PT Bank Tabungan Negara (Persero) Tbk. Semarang Branch Office. Partially, the variables of service quality, down payment, and procedures on loan have positive and significant effect towards the decision to make housing ownership loan at PT Bank Tabungan Negara (Persero) Tbk. Semarang Branch Office. Meanwhile the variable of location partially has negative and does not have significant effect towards the decision to make housing ownership loan at PT Bank Tabungan Negara (Persero) Tbk. Semarang Branch Office.