Mbake, Imanuel N. (2015) Pengaruh Produk dan Desain terhadap Harga Marginal pada Perumahan Pondok Indah Matani Kupang. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Produk dan desain adalah elemen kunci dalam penawaran pasar. Contoh
produk dan desain adalah rumah. Terdapat dua pengembang perumahan di
Indonesia yaitu pengembang swasta dan pengembang pemerintah. Pengembang
pemerintah menawarkan produk dan desain standar dengan harga jual yang dapat
dicapai masyarakat menengah ke bawah. Pengembang swasta menawarkan
produk dan desain yang lebih beragam dengan harga jual yang umumnya sulit
dicapai oleh masyarakat menengah ke bawah. Permasalahan muncul jika ada
skema kerjasama pemerintah dan pengembang swasta dalam mengembangkan
perumahan untuk masyarakat menengah bawah. Fenomena empiris pada
Perumahan Pondok Indah Matani menemukan bahwa pada produk dan desain
standar perumahan menengah bawah dijual dengan tingkatan harga yang cukup
tinggi untuk dijangkau oleh konsumen perumahan tersebut. Sehingga, penetapan
harga marginal untuk harga jual unit rumah pada perumahan tersebut sangat
dibutuhkan, serta mengidentifikasi pengaruh produk dan desain terhadap harga
marginal, yaitu harga yang bisa menutup biaya produksi dan bisa diterima oleh
konsumen.
Penelitian ini dilakukan dalam dua tahapan yaitu tahap analisa biaya
dengan perhitungan matematis dan tahap analisa permintaan dengan metode
survey. Penetapan harga marginal dilakukan dengan mempertemukan kurva biaya
dan taksiran kurva permintaan.
Berdasarkan hasil analisa, terdapat pengaruh produk dan desain terhadap
harga marginal. Dari dua alternatif desain fasad yang ditawarkan, konsumen lebih
memilih alternatif desain 2 dibandingkan dengan alternatif desain 1. Perbedaaan
alternatif desain terletak pada perbedaan desain fasad, khususnya pada biaya
pekerjaan pasangan dan plesteran, biaya pekerjaan kusen daun pintu dan jendela
serta biaya pekerjaan cat. Harga marginal tersebut, yang didapat berdasarkan hasil
perhitungan dan olah data preferensi konsumen, dapat menjadi referensi
pengembang dalam menentukan harga serta produk dan desain fasad yang
ditawarkan oleh produsen. ========== Product and design is a key element in market supply. The example of
product and design is a house. There are two types of housing developers in
Indonesia, namely private developers and government-owned developers.
Government-owned developer offers product and design standards with selling
prices which is affordable by the lower-middle class society. Meanwhile, private
developers offer more varied products and designs with prices that are generally
not affordable by the lower-middle class society. Problems occurred if there is a
co operational scheme between the government-owned and private developers to
develop housing for this type of society. Based on the empirical phenomena in
Perumahan Pondok Indah Matani, it's found that the product and design standards
for the lower-middle type of housing is sold at a price level that are not affordable
by the target consumer. Thus, marginal pricing for the selling price for that
housing is needed. It's also required to identify the effect of product and design to
marginal price, a price which can cover the production cost and can be accepted
by consumers.
This research was conducted in two stages: cost analysis stage with
mathematical calculation and demand analysis stage with survey method.
Marginal price setting is done by bringing together the cost curve and the
estimated demand curve.
Based on the analysis, there is an effect between product and design with
marginal price. Based on the two alternative design of facade that offered by
developer, consumers prefer the second alternative design than the first alternative
design. The difference of alternative design based on the difference of facade
design, especially on spouse and plastering walls costs, door and windows frames
costs; and wall painting costs. Marginal price, based on mathematical calculation
and tabulation data of consumers preference, could be a reference for developer
on determine selling price for product and facade design of housing that they
offer.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTA 692.5 Mba p 3100015063147 |
| Uncontrolled Keywords: | desain, harga marginal, produk, design, marginal price, product |
| Subjects: | H Social Sciences > HF Commerce > HF5416.5 Pricing |
| Divisions: | Faculty of Architecture, Design, and Planning > Architecture > 23101-(S2) Master Thesis |
| Depositing User: | - Davi Wah |
| Date Deposited: | 12 Dec 2019 04:20 |
| Last Modified: | 12 Dec 2019 04:20 |
| URI: | http://repository.its.ac.id/id/eprint/72281 |
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