Pengaruh Estetika Desain Arsitektur terhadap Persepsi Nilai dan Minat Beli Konsumen pada Proyek Hunian Modern

Rose, Villa Della (2026) Pengaruh Estetika Desain Arsitektur terhadap Persepsi Nilai dan Minat Beli Konsumen pada Proyek Hunian Modern. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri properti menunjukkan bahwa estetika desain arsitektur tidak lagi dipandang hanya sebagai elemen visual, tetapi juga sebagai faktor yang dapat memengaruhi persepsi konsumen dan keputusan pembelian hunian. Penelitian ini bertujuan untuk menganalisis pengaruh estetika desain arsitektur terhadap persepsi nilai konsumen dan minat beli konsumen pada proyek hunian modern di Kota Surabaya, serta menguji peran mediasi persepsi nilai konsumen dalam hubungan tersebut. Penelitian ini menggunakan pendekatan mixed methods dengan desain sequential explanatory. Tahap kuantitatif dilakukan terhadap 230 responden yang merupakan generasi milenial dan generasi Z calon pembeli rumah pertama (first-home buyers) di Kota Surabaya. Analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Selanjutnya, tahap kualitatif dilakukan melalui wawancara semi-terstruktur dengan 5 Partisipan yang terdiri atas arsitek, developer, marketing properti, structural engineer, dan interior designer untuk memperdalam interpretasi hasil kuantitatif. Hasil penelitian menunjukkan bahwa estetika desain arsitektur berpengaruh positif dan signifikan terhadap persepsi nilai konsumen. Persepsi nilai konsumen juga terbukti berpengaruh positif dan signifikan terhadap minat beli konsumen. Selain itu, estetika desain arsitektur berpengaruh positif dan signifikan secara langsung terhadap minat beli konsumen. Hasil pengujian mediasi menunjukkan bahwa persepsi nilai konsumen mampu memediasi hubungan antara estetika desain arsitektur dan minat beli konsumen. Temuan kualitatif mengonfirmasi bahwa elemen desain seperti fasad, harmoni visual, tata ruang, kenyamanan ruang, dan identitas desain berperan penting dalam membentuk persepsi kualitas dan nilai hunian di mata konsumen. Penelitian ini memberikan kontribusi teoritis dengan memperkuat hubungan antara teori estetika arsitektur, teori persepsi nilai konsumen, dan teori minat beli dalam konteks proyek hunian modern. Secara praktis, hasil penelitian menunjukkan bahwa pengembang properti perlu menjadikan estetika desain sebagai bagian dari strategi penciptaan nilai dan diferensiasi produk untuk meningkatkan daya tarik serta minat beli konsumen.
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The development of the property industry indicates that architectural design aesthetics are no longer viewed solely as visual elements but also as factors that can influence consumer perceptions and housing purchase decisions. This study aims to analyze the influence of architectural design aesthetics on consumer perceived value and purchase intention in modern housing projects in Surabaya, as well as to examine the mediating role of consumer perceived value in this relationship. This research employed a mixed-methods approach using a sequential explanatory design. The quantitative phase involved 230 respondents representing Millennials and Generation Z prospective first-home buyers in Surabaya. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Subsequently, the qualitative phase was conducted through semi-structured interviews with 5 Partisipants consisting of an architect, a property developer, a property marketing professional, a structural engineer, and an interior designer to provide a deeper interpretation of the quantitative findings. The results indicate that architectural design aesthetics have a positive and significant effect on consumer perceived value. Consumer perceived value also has a positive and significant effect on purchase intention. Furthermore, architectural design aesthetics directly and positively influence consumer purchase intention. The mediation analysis reveals that consumer perceived value significantly mediates the relationship between architectural design aesthetics and purchase intention. The qualitative findings further confirm that design elements such as façade appearance, visual harmony, spatial layout, spatial comfort, and design identity play important roles in shaping consumers’ perceptions of housing quality and value. This study contributes theoretically by strengthening the relationships among architectural aesthetics theory, consumer perceived value theory, and purchase intention theory within the context of modern housing projects. Practically, the findings suggest that property developers should consider design aesthetics as an integral part of value creation and product differentiation strategies to enhance consumer attractiveness and purchase intention.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Estetika Desain Arsitektur, Persepsi Nilai Konsumen, Minat Beli Konsumen, Hunian Modern, SEM-PLS, Mixed methods, Architectural Design Aesthetics, Consumer Perceived Value, Purchase Intention, Modern Housing
Subjects:	T Technology > T Technology (General) > T56.8 Project Management
Divisions:	61101-Magister Management Technology
Depositing User:	Villa Della Rose
Date Deposited:	03 Aug 2026 07:21
Last Modified:	03 Aug 2026 07:21
URI:	http://repository.its.ac.id/id/eprint/143396

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