Miftakhul, Huda (2022) Konsep Pemasaran Proyek Perumahan Baru Yang Memengaruhi Minat Beli Konsumen Di Kota Surabaya Selama Masa Pandemi Berdasarkan Perspektif Agen Properti. Masters thesis, Intitute Teknologi Sepuluh November.
![[thumbnail of 09211850023010-Undergraduated_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
09211850023010-Undergraduated_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2025. Download (2MB) | Request a copy |
Abstract
Meningkatnya permintaan dan kebutuhan konsumen dalam transaksi properti membuat peran agen properti semakin besar karena berperan aktif sebagai konsultan untuk menjembatani interaksi antara pengembang dan pembeli properti. Kondisi pandemi membatasi interaksi langsung. Sementara itu permintaan dan transaksi properti masih lumayan tinggi, tetapi pengembang kesulitan dalam menjual ke calon-calon kustomernya. Selain itu, banyak pengembang perumahan kesulitan berinteraksi karena kurangnya informasi terbaru produk perumahan yang diminati calon konsumen selama pandemi. Sehingga merasa perlunya kerjasama dengan agen properti karena sebagai pihak yang paling dekat dengan konsumen dan juga pemberi saran serta menyambung informasi terbaru proyek-proyek yang akan dikeluarkan oleh pengembang.
Penelitian ini menggunakan jenis penelitian kualitatif dan kuantitatif dengan menggunakan data wawancara dan diolah menjadi data angka dengan menggunakan variabel teori pemasaran 5P, yakni: product, price, promotion, place, people. Dari 5 variabel tersebut, diturunkan lagi lebih detail menjadi 13 indikator penelitian. Untuk analisisnya menggunakan Metode Delphi, AHP dan Content Analysis, dengan Metode Delphi digunakan untuk menentukan kriteria dan indikator yang sudah tervalidasi dari expert dan AHP berfungsi sebagai pembobotan dari kriteria yang sudah tervalidasi. Sedangkan Content Analysis dipakai untuk merumuskan konsep.
Hasil penelitian ini didapatkan 5 indikator utama yang memengaruhi minat calon konsumen yang menjadi pilihan responden dalam memilih rumah, urutannya antara lain: (1)Harga Produk Pesaing, (2)Tingkat Kemenarikan Iklan, (3)Seberapa Strategis Tempat, (4)Variasi Sistem Pembayaran, (5)Kualitas Produk, yang dari kelima indikator tersebut dibuat lima strategi dan konsep pemasaran perumahan baru di Kota Surabaya.
===============================================================================================================================
The increasing demand and needs of consumers in property transactions make the need for property agents even greater. In a pandemic condition that limits direct interaction, this is an opportunity for the property agents, because property agents act as salespeople as well as consultants who play an active role in bridging interactions between sellers and buyers. During this pandemic, many housing developers have difficulty selling their housing products due to limited interaction with potential consumers and the lack of up-to-date information on housing products that consumers are interested in this pandemic. So they need to cooperate with property agents to get closer to consumers. The purpose of this study was to analyze the factors and sequence of criteria that became the basis for selecting new housing during the pandemic based on the perspective of a property agent.
This study uses qualitative and quantitative research using interview data and processed into numerical data using the product, price, promotion, place, and person variables. The Delphi method, AHP, Content Analysis, and the Delphi method are used for determining criteria and indicators. The experts validate the result of the analysis. AHP functions as a weight for the validated criteria. Content Analysis is used to formulate concepts.
The results of this study obtained 5 (five) indicators that influence the interest of prospective consumers. The respondents' preferences in choosing a house consist of (1) Competitor Product Prices, (2) Ad Attractiveness Level, (3) Strategic Place, (4) Variation of Payment, and (5) Product Quality. The five strategies and marketing concepts are formulated for new housing development in Surabaya city.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Pemasaran Perumahan, Agen Properti, Delphi, AHP, Content Analysis Marketing House, Property Agent, Delphi, AHP, Content Analysis |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T56.8 Project Management T Technology > TA Engineering (General). Civil engineering (General) T Technology > TH Building construction > TH438 Construction industry--Management. Project management. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | miftakhul huda bojes |
| Date Deposited: | 13 Feb 2023 02:58 |
| Last Modified: | 13 Feb 2023 02:59 |
| URI: | http://repository.its.ac.id/id/eprint/96974 |
Actions (login required)
 |
View Item |