... 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
Many people are still hoping that the bitcoin price will rise up to the highest level. They have a mindset of the price of bitcoin is not yet over so there is something really changing it.