Pengaruh Perceived Quality Dan Perceived Value Terhadap Niat Beli Konsumen Produk Kondominium X

Ruhyana, Randy Febriano (2014) Pengaruh Perceived Quality Dan Perceived Value Terhadap Niat Beli Konsumen Produk Kondominium X. Other thesis, Insititut Teknologi Sepuluh Nopember.

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Abstract

Peningkatan kondisi ekonomi Indonesia pada triwulan-II 2013 diikuti dengan perkembangan bisnis properti yang menunjukkan meningkatnya niat beli konsumen terhadap produk properti. Namun peningkatan tersebut dapat menjadi masalah bagi pengembang jika produk yang dipasarkan tidak sesuai dengan yang diinginkan oleh konsumen. Kondisi dari kondominium X yang akan dipasarkan kembali oleh PT. JRP sehingga seluruh unit dari kondominium X dapat terjual memiliki potensi resiko yang cukup besar apabila pengembang tidak dapat memahami perilaku konsumen yaitu niat beli dari konsumen. Penelitian terdahulu menemukan bahwa niat beli konsumen dipengaruhi oleh perceived quality dengan perceived value sebagai variabel mediasi diantara hubungan perceived quality dan niat beli konsumen. Oleh karena itu, perlu diketahui pengaruh perceived quality dan perceived value terhadap niat beli konsumen produk kondominium X. Penelitian ini bertujuan untuk mengetahui pengaruh perceived quality dan perceived value terhadap niat beli konsumen p roduk kondominium X. Penelitian ini dilakukan dengan menggunakan 129 responden yang merupakan konsumen atau calon pembeli dari kondominium X di kawasan Bintaro Jaya, Tangerang Selatan. Metode penelitian dilakukan dengan menyebarkan kuisioner dan dengan menggunakan teknik sampling nonprobabilitas kemudian hasil dari kuisioner akan dianalisis dengan menggunakan teknik analisis data yaitu Structural Equation Modeling (SEM). Hasil dari analisis data menunjukkan bahwa perceived quality memiliki pengaruh yang lebih besar daripada perceived value terhadap niat beli konsumen produk kondominium X sehingga dapat disimpulkan bahwa perceived quality yang dirasakan oleh konsumen atau calon pembeli produk kondominium X lebih dominan daripada perceived value dalam mempengaruhi niat beli konsumen terhadap produk kondominium X.
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Indonesian economic condition was increasing in quarter-II 2013 and also consumer purchase intention towards property product was increasing that showed development in property business. However, the increasing condition in purchase intention can be a problem to developer if the product was not marketed according to consumer requirements or needs. Condition of condominium X that will be remarketed by JRP company and achieved result that all of condominium X units will be sold, this condition will cause potential risk if developer did not understand consumer behavior which is consumer purchase intention. Previous research found that consumer purchase intention influenced by perceived quality with perceived value as mediating variable between relationships of perceived quality and purchase intention. Therefore, a research was needed to understand the influence of perceived quality and perceived value towards consumer purchase intention of condominium X product. The purpose of this research is to understand the influence of perceived quality and perceived value towards consumer purchase intention of condomonium X product. This research had been done by using 129 respondents which is consumer or potential buyer of condominium X product in Bintaro Jaya area, Tangerang Selatan. The research method had been done by spreading questionnaire and using nonprobability sampling technique then questionnaire results will be analyzed by using Structural Equation Modeling (SEM). Result from data analysis indicated that perceived quality have bigger influence than perceived value towards consumer purchase intention of condominium X product so can be concluded that perceived quality that have been experienced by consumer or potential buyer of condominium X was more dominant than perceived value in influencing consumer purchase intention towards condominium X product.

Item Type:	Thesis (Other)
Additional Information:	RTMT 658.562 Ruh p
Uncontrolled Keywords:	erilaku konsumen, perceived quality , niat beli konsumen, perceived value, Structural Equation Modeling (SEM).
Subjects:	T Technology > TS Manufactures > TS156 Quality Control. QFD. Taguchi methods (Quality control)
Divisions:	Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	22 Nov 2023 05:46
Last Modified:	22 Nov 2023 05:46
URI:	http://repository.its.ac.id/id/eprint/105190

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