... the price fall is more than the rise
WRONG.
you need to look at the bigger picture.
right now you are just looking at a short period of time where bitcoin price has came down a little. if you look at a couple of months you can see a rise from ~$880 to $2900 and right now it is sitting between $2200-$2400.
even if it falls more it will still be much much higher than the couple of months ago.
with that said, did you get your answer to why people hold bitcoin
Bitcoin is more of a long term rather than short term. Volatility is natural in cryptoworld specifically in Bitcoin since it is still in its early stages but as time goes on it will stabilize. Considering how interesting it is and a major breakthrough at that in a technological, financial and economical aspects.