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ITS » Paper and Presentation » S2 Arsitektur - Perancangan Real Estate
Posted by tondoindra@gmail.com at 16/12/2014 22:12:31  •  1321 Views


STUDI PERILAKU KONSUMEN DALAM PEMBELIAN REAL PROPERTY YANG PERTAMA KALI DI SURABAYA

STUDY OF CONSUMER BEHAVIOR IN THE PURCHASE OF FIRST REAL PROPERTY IN SURABAYA.

Author :
MUTIAH, FARHATUL ( 3211208004 )




ABSTRAK

Seiring dengan tingkat pertumbuhan penduduk yang terus mengalami pelonjakan maka akan meningkatkan pula kebutuhan akan rumah. Dari banyaknya tawaran dari berbagai developer konsumen akan dihadapkan pada berbagai pertimbangan dalam memutuskan pembelian tersebut. Untuk itu pemahaman akan perilaku konsumen penting dilakukan untuk mengetahui hal-hal yang mempengaruhi keputusan pembelian tersebut. Tujuan penelitian ini adalah mengeksplorasi dan menganalisa perilaku konsumen dalam pembelian rumah yang pertama. Penelitian ini menggunakan metode pengolahan data secara statistik untuk mendefinisikan karakteristik responden maupun karakteristik rumah responden terkait perilaku konsumen. Data primer didapatkan dari penyebaran kuisioner online kepada pembeli rumah untuk pertama kalinya di Surabaya Gresik dan Sidoarjo. Teknik analisa data menggunakan analisa cluster untuk mencari kecenderungan karakteristik konsumen serta analisa One way-Anova dan Uji Fisher LSD Least Significant Difference untuk mencari perbedaan grup terhadap perilaku konsumen. Hasil dari penelitian ini menyatakan adanya perbedaan perilaku konsumen dalam perbedaan kelompok penghasilan konsumen harga rumah dan cara pembayaran rumah. Konsumen dengan penghasilan menengah cenderung memiliki keterlibatan yang lebih rendah. Konsumen yang memilih harga rumah rendah cenderung mengabaikan beberapa pertimbangan lain selain harga. Sementara dalam kelompok cara pembayaran rumah kelompok tunai memiliki keterlibatan lebih rendah daripada kelompok KPR 15 tahun. Selain itu juga terbentuk 3 cluster karakteristik konsumen yakni cluster Ekonomis-Keterlibatan Tinggi-Puas Kognitif-Keterlibatan Tinggi-Kurang puas dan Keterlibatan Rendah-Kurang puas.


ABSTRACT

Along with the increasing of population growth rate it would also boost the need for housing. With various offers from developers consumers will be faced to various considerations in the purchasing decision of their first home. Therefore an understanding of consumer behavior is important to explore the things that influence the buying decision. The research objective is to explore and analyze consumer behavior in the purchasing a first home. The method of data process uses statistical analysis to define the characteristics of respondents and the characteristics of respondents house related to consumer behavior. Primary data obtained from online questionnaires distributing to first home buyers in Surabaya Gresik and Sidoarjo. The data analysis uses cluster analysis to determine the trend of consumer characteristics in the purchasing their first home. It also uses analysis of One-way Anova and Fisher LSD Least Significant Difference to determine the group difference in the consumer behavior. The results of this study stated that there were the differences in consumer behavior towards consumer income groups home prices group and method of payment group. Consumers with medium incomes tend to have lower involvement. Consumers who choose the low home prices tend to ignore some of other considerations except price. While in a group of payment method cash group had lower involvement than the 15-year home loan group. It also formed 3 clusters of consumer characteristics namely cluster Economic - High Involvement - Satisfied Cognitive - High Involvement - Less satisfied and Low Involvement - Less satisfied.



Keywordsrumah pertama ; perilaku konsumen ; karakteristik konsumen ;
 
Subject:  Konsumen
Contributor
  1. Ir. Purwanita Setijanti, M.Sc.,Ph.D.
  2. Ir. Muhammad Faqih,M.SA,Ph.D.
Date Create: 31/07/2013
Type: Text
Format: PDF
Language: Indonesian
Identifier: ITS-paper-32121140006649
Collection ID: 32121140006649
Call Number: RTA 333.3 Mut s


Source
Paper And Presentation of Architecture RTA 333.3 Mut s, 2014

Coverage
ITS Community

Rights
Copyright @2013 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




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  1.  ITS-paper-34808-3211208004-Paper.pdf - 273 KB
  2.  ITS-paper-34808-3211208004-Presentation.pdf - 1097 KB




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