Wati, Nurul Linda (2025) Determinasi Keputusan Pembelian Rumah Dengan Adopsi Teknologi Sebagai Variabel Moderasi. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan properti residensial di Indonesia menunjukkan pertumbuhan yang signifikan, dengan kenaikan Indeks Harga Properti Residensial (IHPR) sebesar 1,89% dan peningkatan penjualan 31,16% (yoy) pada Triwulan I 2024 (Survey IHPR Bank Indonesia). Namun, Surabaya mengalami pertumbuhan tahunan harga properti residensial terendah di Pulau Jawa yaitu 0,34% (yoy), jauh di bawah Jabodetabek sebesar 2,97% (yoy). Selain itu, berdasarkan data laporan penjualan PT SBP menunjukkan penurunan penjualan properti pada 2024 setelah tren positif di tahun sebelumnya. Tujuan dari penelitian adalah menganalisis determinasi keputusan pembelian rumah berdasarkan daya beli, harga, lokasi, iklan marketing, dan brand image developer, dengan adopsi teknologi sebagai variabel moderasi. Metode analisis menggunakan Moderated Structural Equation Modeling (MSEM), serta melibatkan 225 responden dari empat proyek perumahan di Gresik, Jawa Timur yang disebarkan dengan kuesioner. Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh signifikan terhadap keputusan pembelian rumah. Selain itu, adopsi teknologi terbukti secara signifikan memperkuat hubungan antara masing-masing variabel independen dengan keputusan pembelian. Temuan ini dapat memberikan implikasi strategis bagi Developer dalam meningkatkan efektivitas pemasaran dan adopsi teknologi digital disektor perumahan.
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The development of residential property in Indonesia has shown significant growth, with the Residential Property Price Index (IHPR) increasing by 1.89% and residential sales rising by 31.16% year-on-year (yoy) in Q1 2024 (Bank Indonesia IHPR Survey). However, Surabaya recorded the lowest annual residential property price growth in Java at only 0.34% (yoy), significantly lower than the 2.97% (yoy)
growth seen in the Jabodetabek area. Additionally, sales data from PT SBP revealed a decline in property sales in 2024 following a positive trend in the previous year. The objective of this study is to analyze the determinants of home purchase decisions based on purchasing power, price, location, marketing advertisements, and developer brand image, with technology adoption as a moderating variable. The analysis method used is Moderated Structural Equation Modeling (MSEM), involving 225 respondents from four housing projects in Gresik, East Java, collected through questionnaires. The results of the study indicate that all independent variables have a significant effect on home purchase decisions. Furthermore, technology adoption significantly strengthens the relationship between each independent variable and purchase decisions. These findings may offer strategic implications for developers to enhance marketing effectiveness and digital technology adoption in the housing sector.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Keputusan Pembelian, Adopsi Teknologi, Indeks Harga Properti (IHPR), MSEM |
| Subjects: | H Social Sciences > HA Statistics > HA31.35 Analysis of variance H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HD Industries. Land use. Labor > HD1391 Apartment houses H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Nurul Linda Wati |
| Date Deposited: | 07 Jul 2025 06:05 |
| Last Modified: | 07 Jul 2025 06:05 |
| URI: | http://repository.its.ac.id/id/eprint/119404 |
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