Septiani, Tika Dwi (2020) Analisis Faktor yang Mempengaruhi Niat Konsumen Saat Membeli Apartemen di Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kondisi ketersediaan (supply) apartemen di Surabaya yang mengalami peningkatan selama tahun 2018 dan diprediksi hingga 4 tahun mendatang ini berbanding terbalik dengan permintaan (demand) dari pasar yang cenderung stagnan bahkan melemah. Penelitian ini mencoba untuk mengukur niat perilaku konsumen terhadap pembelian apartemen. Theory of Planned Behavior (TPB) yang terkenal digunakan dalam penelitian ini sebagai model pengukuran. Selanjutnya, TPB ditambahkan / extend dengan beberapa faktor. Extended Theory of Planned Behavior terdiri dari enam faktor yaitu: Sikap (ATT), Norma Subyektif (SN), Kontrol Perilaku Persepsi (PBC), Persepsi (P), Gaya Hidup (L), dan Niat Perilaku (BI). Lima hipotesis diajukan. Analisis pada penelitian ini adalah confirmatory factor analysis (CFA) dengan model persamaan struktural (SEM). Faktor-faktornya diinstrumentasi melalui kuesioner. Kuesioner didistribusikan melalui offline dan online dengan purposive sampling method. Secara lebih rinci, pengambilan sampel akan diambil langsung dari pemilik / pembeli apartemen di Surabaya dan konsumen yang mengunjungi rumah contoh (show unit), dengan target 300 responden. Hasil yang diharapkan dari penelitian ini dapat digunakan sebagai referensi untuk pengembang, konsumen, dan broker untuk meningkatkan pengetahuan tentang persepsi konsumen. Dari hasil analisis beberapa faktor dari Extended Theory of Planned Behavior tersebut diatas, diketahui faktor yang terbukti mempengaruhi niat konsumen saat membeli apartemen adalah 3 faktor antara lain sebagai berikut: Attitude (ATT), Perception (P) dan Lifestyle (L) sedangkan dua factor lain Subjective Norms (SN) dan Perceived Behavior Control (PBC) terbukti tidak mempengaruhi niat berperilaku konsumen saat melakukan pembelian apartemen.
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The supplies of apartments in Surabaya keep increasing, which was predicted from 2018 to at least 2022. However, this supplies were contradicted with the demand from market, which is stagnant or decreased. The present research tries to measure the consumers' behavior intention towards the purchasing apartment. The well famous Theory of Planned Behavior (TPB) is used in this research as the measurement model. Furthermore, the TPB is extended with several factors. The extended TPB consists of seven factors namely: Attitude (ATT), Subjective Norms (SN), Perceived Behavior Control (PBC), Perception (P), Lifestyle (L), and the Behavior Intention (BI). Five hypotheses are proposed. The analysis on this research is confirmatory factor analysis (CFA) with structural equation model (SEM). The factors are instrumented through questionnaires. The questionnaires are distributed through offline and online sample with purposive sampling method. In more detail, the sampling will be taken from the owner / buyer of apartments in Surabaya and consumers who visit the sample house (show unit) and the 300 respondents are targeted. The expected result from this research can be used as references for developers, consumers, and brokers in order to enhance the knowledge regarding the consumers' perception. From the results of the analysis of several factors from the Extended Theory of Planned Behavior mentioned above, it is known that the factors that are proven to influence consumer behavior intentions when making apartment purchases are 3 factors including the following: Attitude (ATT), Perception (P) and Lifestyle (L) while two other factors Subjective Norms (SN) and Perceived Behavior Control (PBC) are proven not to influence consumer behavior intentions when making apartment purchases.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.834 3 Sep a-1 2020 |
| Uncontrolled Keywords: | Apartment, Behavior Intention, Consumers Theory of Planned Behavior (TPB), Structural Equation Modelling (SEM) |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Tika Dwi Septiani |
| Date Deposited: | 17 Dec 2024 02:55 |
| Last Modified: | 17 Dec 2024 02:55 |
| URI: | http://repository.its.ac.id/id/eprint/74233 |
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