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 > 23101-(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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