Pengaruh Persepsi Nilai, Brand Awareness dan Motivasi Konsumen terhadap Minat Beli Rumah (Studi Kasus pada Perumahan Johor Summerville)

Abstract

Pada era globalisasi ini terjadi banyak persaingan antara perusahaan pengembang perumahan di kota Medan. Salah satunya adalah Perumahan Johor Summerville yang dikembangkan oleh PT Adda Rami Jaya yang terletak di daerah Medan Johor. Ketatnya persaingan antara developer dalam mengembangkan perumahan yang nyaman dan bernilai prestise menyebabkan banyaknya pilihan bagi calon konsumen, sehingga Johor Summerville mengalami stagnansi dalam penjualan rumah dibandingkan perumahan pesaing. Untuk menghadapi masalah ini, Johor Summerville harus mengetahui manakah diantara Persepsi Nilai, Brand Awareness, dan Motivasi Konsumen yang paling mempengaruhi Minat Beli Rumah. Penelitian ini bertujuan untuk mengetahui: 1) Mengetahui dan menganalisis Pengaruh Persepsi Nilai, Brand Awardness dan Motivasi Konsumen Terhadap Minat Beli Rumah di perumahan Johor Summerville. 2) Mengetahui dan menganalisis Pengaruh Persepsi Nilai terhadap Minat Beli Rumah di perumahan Johor Summerville. 3) Mengetahui dan menganalisis Pengaruh Brand Awareness terhadap Minat Beli Rumah di perumahan Johor Summerville. 4) Mengetahui dan menganalisis Pengaruh Motivasi Konsumen terhadap Minat Beli Rumah di perumahan Johor Summerville. Populasi dalam penelitian ini berjumlah 213. Penentuan ukuran sampel menggunakan sampel jenuh, dimana jumlah populasi dikurangi 30 orang dari jumlah responden validitas sehingga diperoleh sampel penelitian sebanyak 183 responden. Metode pengumpulan data dilakukan dengan dokumentasi, wawancara dan pemberian kuesioner kepada responden. Teknik analisis data pada penelitian ini menggunakan analisis linier berganda pada taraf signifikansi = 0,05. Hasil penelitian menunjukkan bahwa: 1) Persepsi nilai berpengaruh positif dan signifikan terhadap minat beli rumah pada perumahan Johor Summerville Medan. 2) Brand awareness berpengaruh positif dan signifikan terhadap minat beli rumah pada Perumahan Johor Summerville Medan. 3) Motivasi konsumen berpengaruh positif dan signifikan terhadap minat beli rumah pada Perumahan Johor Summerville Medan. 4) Persepsi nilai, brand awareness, dan motivasi konsumen secara bersama-sama berpengaruh positif dan signifikan terhadap minat beli rumah pada Perumahan Johor Summerville Medan.

In this globalization era there is a lot of competition between housing development companies in the city of Medan. One of them is Johor Summerville Residence developed by PT Adda Rami Jaya located in Medan Johor area. The tight competition between developers in developing comfortable residence and prestige has caused many choices for potential customers, so that Johor Summerville experienced stagnation in home sales compared to competitor housing. To deal with this problem, Johor Summerville must know which of the Value Perceptions, Brand Awareness and Consumer Motivation most influences the Interest in Buying a House. This study aims to determine: 1) Know and analyze the Influence of Value Perception, Brand Awareness and Consumer Motivation Against Interest in Buying Houses in Johor Summerville Residence. 2) Knowing and analyzing the Influence of Value Perception on Interest in Buying Houses in Johor Summerville Residence. 3) Knowing and analyzing the Effect of Brand Awareness on Interest in Buying Houses in Johor Summerville Residence. 4) Knowing and analyzing the Effect of Consumer Motivation on Interest in Buying Houses in Johor Summerville Residence. The population in this study amounted to 213. Determination of sample size using a saturated sample, where the total population is reduced by 30 people from the number of respondents validity so that the study sample is obtained as many as 183 respondents. The method of data collection is done by documentation, interviews and giving questionnaires to respondents. Data analysis techniques in this study used multiple linear analysis at a significance level = 0.05. The results showed that: 1) Perception of value has a positive and significant effect on housing purchase interests in Johor Summerville Medan Residence. 2) Brand awareness has a positive and significant influence on buying interest in Johor Summerville Residence Medan. 3) Consumer motivation has a positive and significant effect on buying interest in Johor Summerville Residence Medan. 4) Perceived values, brand awareness, and consumer motivation together have a positive and significant effect on housing purchase interests in Johor Summerville Residence Medan.