... 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
That's right.
Any change in the value of bitcoin is something but in the long run bitcoins value will rise inevitably.
Because as we all know bitcoin is mined by super computers, something like that and as times go by less bitcoin is mined at the same rate and it will come to its limit of acquiring all bitcoin.
By the law of reason and logic bitcoin will be and is like gold.