YONANTA, HARIADI (2021) PENGARUH VARIASI PRODUK DAN HARGA TERHADAP MINAT BELI KONSUMEN RUMAH TINGGAL DI SUMMARECON SERPONG. Masters thesis, Universitas Tarumanagara.
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Abstract
Housing is always on demand due to a place to live is the main need of human and the number of population which always increased. Indonesia is known as the 4th most populated country in the world, however most population is concentrated in Jakarta, Bogor, Tangerang, Bekasi and Depok are (Jabodetabek). Summarecon Serpong business developing areas which located by the other big property developers, such as BSD, Alam Sutera, Paramount Land and Lippo Karawaci. This factor has inspired the writer to do a research on the factors that influence consumer’s buying interest to purchase their home at Summarecon Serpong. The chosen independent variables are the product variety and the prices compared to the other developer since the location is all the same in Serpong area, in which Summarecon Serpong also need creative way to expand their market share. In writer’s opinion, the product variety and price is the main variable that significantly affect the consumer’s buying interest to purchase a house in Summarecon Serpong. This research is using quantitative method which sample of 100 respondents have answered the questionnaire contains of the variables researched. The result determine that product and price variety have significantly affected to the consumer’s purchasing intention as decision making in purchasing a property and the result expected to provide Summarecon Serpong ideas to accurately decides their business plan. Keywords : product variation, price, purchase intention, house, housing
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | Pembimbing: Dr. Nurahma Tresani, Ir, MM, MPM |
| Uncontrolled Keywords: | Product variation, price, purchase intention, house, housing |
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Pascasarjana |
| Depositing User: | Pasca Perpus |
| Date Deposited: | 15 Dec 2022 10:11 |
| Last Modified: | 15 Dec 2022 10:11 |
| URI: | http://repository.untar.ac.id/id/eprint/37931 |
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