Analisis faktor-faktor yang mempengaruhi buying attitude dan buying intention dalam pembelian apartmen

Limbong, Agus Harold (2017) Analisis faktor-faktor yang mempengaruhi buying attitude dan buying intention dalam pembelian apartmen. Masters thesis, Universitas Pelita Harapan.

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Abstract

Apartemen di Indonesia, khususnya ibukota Jakarta serta daerah penyangga di sekitarnya, seperti kawasan Tangerang dan Bekasi semakin berkembang. Hal ini dipengaruhi oleh lahan yang semakin terbatas dengan harga lahan yang semakin tinggi yang membuat konsep hunian saat ini mengalami perubahan konsep hunian landed menjadi high rise atau vertikal. Untuk itu penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi buying attitude dan buying intention dalam pembelian apartemen. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner sebagai instrumennya dan diambil sebanyak 100 responden. Pengumpulan data dilakukan dengan cara memberikan daftar pertanyaan kepada responden. Penelitian ini menggunakan alat analisis Partial Least Square (PLS). Hasil pengujian menunjukkan bahwa kualitas fisik apartemen dan harga apartemen berpengaruh terhadap buying attitude dan buying attitude berpengaruh terhadap buying intention. Sedangkan variabel fasilitas apartemen, lokasi dan akses, lingkungan serta kegiatan promosi yang diteliti didalam penelitian ini tidak berpengaruh terhadap buying attitude dalam pembelian apartemen. Variabel fasilitas apartemen, lokasi dan akses, kualitas lingkungan, kualitas fisik, serta variabel harga dan juga kegiatan promosi mampu menjelaskan variabel buying attitude sebesar 68,6% dan sisanya sebesar 31,4% ditentukan oleh variabel lain yang tidak diteliti dalam penelitian ini. Begitu pula halnya dengan buying attitude mampu menjelaskan sebesar 23,3% terhadap buying intention, sedangkan 76,6% sisanya ditentukan oleh variabel independen lain yang tidak dibahas pada penelitian ini / Apartment in Indonesia, particularly in Jakarta and suburban area, like Tangerang and Bekasi is developing. It is affected by increasing limited land and the price of the land is higher as well that changing the landed house concept to high-rise building. This research is aimed to analyze factors that affect buying attitude and buying intention of apartment. This study is a quantitative research that using a questionnaire as instrument and taken 100 respondents. The data collection is done by providing a list of questions to respondents who have at least one active account online game and not yet used an online game prepayment card before. Data analysis performed by Partial Least Square (PLS). The test results showed variable of apartment physical quality and price have influence on buying attitude and buying attitude to buying intention. While variable of apartment project facilities, location and access, environment, and promotion activity have no influence on buying attitude on apartment. The variables apartment project facilities, location and access, environment, physical quality, price and promotion activity as well were able to explain buying attitude by 68.6% and the remaining 31.4% could be explained by other variables exclude research model. While 23.3% buying intention could be explained and 76.6% remaining could explain by other variables

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