PENGAMBILAN KEPUTUSAN KONSUMEN UNTUK BERINVESTASI PADA APARTEMEN DAN PERUMAHAN DI SURABAYA TIMUR

PUTRI, DELLA AFFESIA (2016) PENGAMBILAN KEPUTUSAN KONSUMEN UNTUK BERINVESTASI PADA APARTEMEN DAN PERUMAHAN DI SURABAYA TIMUR. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bisnis properti residensial berskala menengah semakin meningkat di kotakota besar di Indonesia, khususnya Kota Surabaya. Perkembangan pembangunan ini disambut cukup baik oleh konsumen sebagai investor individu yang bergerak pada bidang properti. Pengembang berusaha menciptakan permintaan (demand) dengan cara menambah penawaran (supply) di pusat-pusat kota dengan berbagai macam kelebihan seperti fasilitas yang disediakan, aksesibiltas yang mudah, serta tingkat keterjangkauan yang tinggi. Namun terkadang penawaran (supply) yang diberikan berbeda dengan preferensi konsumen. Preferensi memang seringkali berubah dan tidak dapat diprediksi, hal ini disebabkan oleh dua faktor utama, yaitu faktor internal dan faktor eksternal. Penelitian ini merupakan penelitian eksploratori dengan menggunakan pendekatan kuantitatif dan metode analisis faktor untuk mengetahui faktor-faktor apa saja yang paling berpengaruh bagi investor individu ketika akan membeli produk properti residensial sebagai investasi. Selain itu, digunakan pula metode sorting dan mapping sebagai penunjang untuk mengetahui properti manakah yang cenderung diminati oleh investor individu sebagai aalat investasi. Hasil dari penelitian ini menunjukkan bahwa konsumen sebagai investor individu cenderung memilih properti yang dekat dengan sarana dan prasarana, serta memiliki aksesibilitas yang mudah dan dilalui oleh trayek transportasi umum. Pengalaman investasi pribadi maupun kerabat di masa lalu juga terlihat sebagai faktor psikologis yang muncul dalam proses pengambilan keputusan investasi. Selain itu, atribut arsitektural seperti harga per unit, luas total bangunan, jumlah ruangan pada tiap unit, serta desain interior dan bangunan juga menjadi pertimbangan penting bagi investor individu. ========== As the rapid growth of the middle-class residential building, properties' development is now increasing in major cities in Indonesia, especially Surabaya. The development of residential buildings quite well welcomed by consumers as an individual investor that focuses on the property investments. Many developers trying to create demand by increasing the supply which located in urban centers with advantages such as facilities provided, good accessibility, and high affordability levels. But sometimes, what developers trying to deliver didn't fit with consumer's preferences. Preference were easily changing and unpredictable, it was caused by two main factors, the internal and external factors. This study is an exploratory research with quantitative approach. The datas' collection techniques are using survey with questionnaire and interviews to respondents both who will and who had invested in residential property at East Surabaya, Indonesia. The datas' analysis technique is using factor analysis to determine factors that most influential for individual investors when buying a residential property as an investment. In addition to the factor analysis, sorting and mapping method were also being used to determine the most preferred attributes or products by the consumers. The results of this study indicates that the consumer as an individual investors tend to choose a property which is close to the public facilities, as well as having good accessibility and traversed by public transportation. Individual's past experiences and behavioral finance were also being psychological factors that appeared. In addition, the purchase price, space per unit spacious, and the design of the building also has added value to a property as an investment tools.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Apartemen, investasi, investor individu, pengambilan keputusan,perilaku keuangan, perumahan, preferensi konsumen, apartment, behavioral finance, consumer preferences, decision making, housing, individual investor, investment
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
Divisions: Faculty of Civil Engineering and Planning > Architechture > (S2) Master Theses
Depositing User: - Davi Wah
Date Deposited: 05 Jan 2017 08:56
Last Modified: 27 Dec 2018 04:01
URI: http://repository.its.ac.id/id/eprint/1352

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