Brand Image, Harga, Lokasi, Desain dan Channel Distribution terhadap Keputusan Pembelian Properti di Citragrand Semarang
Abstract
This study aims to identify factors that influence purchasing decisions in CitraGrand Semarang Housing, focusing on five variables: brand image, price, location, design, and distribution channels. The method used in this study is quantitative, with hypotheses tested through multiple linear regression analysis. The study population consisted of 1101 home and shophouse buyers in CitraGrand Semarang between September 2012 and October 2023. The sample taken was 92 respondents using stratified sampling techniques. Data were obtained through questionnaires distributed online and analyzed using SPSS 27.0 software. The results of the study indicate that simultaneously, brand image, price, location, design, and distribution channels have an influence on purchasing decisions. However, partially, only brand image and distribution channels have a positive effect, while price, location, and design do not affect purchasing decisions. The coefficient of determination shows that 37% of the variation in purchasing decisions can be explained by the five variables studied, while the remaining 67% is influenced by other factors not included in this study. Conclusion, Brand image and channel distribution are the main factors that influence property purchasing decisions in CitraGrand Semarang, while price, location, and design do not have a significant impact. This study suggests that developers should focus more on strengthening brand image and distribution strategies to increase purchasing decisions.
Keywords: Brand Image, Channel Distribution, Design, Price, Purchasing Decisions
References
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Ikhsyan, N., Muryani, C., & Rintayati, P. (2017). Analysis of Distribution, Impacts and Adaptation Societies Flood Rob in the Eastern District of Semarang and Semarang Gayamsari District. Jurnal GeoEco, 3(2), 145–156.
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Salam, K. N., & Chandra, R. (2019). Pengaruh Bauran Promosi dan Brand Image Terhadap Keputusan Pembelian Rumah Pada PT. Ciputra Fajar Mitra Di Makassar. Journal of Economic, Management and Accounting Adpertisi, 1.
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Sugianto, R., & Ginting, S. O. (2020). Analisis Pengaruh Harga, Kualitas Produk, Lokasi, Fasilitas dan Promosi Terhadap Keputusan Pembelian Rumah pada Perumahan Medan Resort City. Jurnal Wira Ekonomi Mikroskil, 10(1). https://doi.org/10.55601/jwem.v10i1.666
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Sumarsono, H., & Santoso, A. (2019). Pengaruh Citra Merek (Brand Image), Kualitas Produk, Dan Desain Produk Terhadap Keputusan Pembelian Pada Produk Batik Mukti. Jurnal Ekonomi, Manajemen Dan Akuntansi, 3(1), 81. https://doi.org/10.24269/iso.v3i1.242
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Tiya, M., Suari, Y., Luh, N., Sayang Telagawathi, W., & Yulianthini, N. N. (2019). Pengaruh Kualitas Produk Dan Desain Produk Terhadap Keputusan Pembelian. Bisma: Jurnal Manajemen, 5(1).
Tjiptono, F. (2015). Strategi Pemasaran. Andi Offset.
Widyasari, S., & Fifilia, E. T. (2009). Analisis Pengaruh Produk, Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Rumah ( Studi Pada Perumahan Graha Estetika Semarang ). Jurnal Ilmiah Telaah Manajemen.
Xiong, C., & Cheung, K. S. (2021). Understanding Sellers’ Agents In The Residential Property Market. International Journal of Strategic Property Management, 25(3), 179–189. https://doi.org/10.3846/ijspm.2021.13724
Yuliastuti, H., Mulyono, S., Krisprimandoyo, D. A., & Jusman, I. A. (2024). Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust. International Journal of Business, Law, and Education, 5(1), 657–667. https://doi.org/10.56442/ijble.v5i1.453
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Anastasia, N., Lieyanto, Y., & Wongosari, F. (2005). Analisa Faktor-Faktor Yang Dipertimbangkan Konsumen Dalam Pembelian Properti Di Citraraya Surabaya. Civil Engineering Dimension, 7(2), 75–80. http://puslit.petra.ac.id/journals/civil
Apriani, V. I., & Asnawi. (2015). Tipologi Tingkat Urban Sprawl di Kota Semarang Bagian Selatan. Jurnal Teknik PWK , 4(3).
Asral, & Djumarno. (2017). Pengaruh Produk,Harga,Lokasi dan Promosi Terhadap Keputusan Pembelian Rumah Pada Perumahan Greenhill Residences Jati Asih Bekasi. SWOT, VII(1).
Bagnoli, M., & Khanna, N. (1991). Buyers’ and sellers’ agents in the housing market. The Journal of Real Estate Finance and Economics, 4(2). https://doi.org/10.1007/BF00173121
Budiono, A. (2020). Pengaruh Kualitas Pelayanan, Harga, Promosi, dan Citra Merek Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 17(02), 1–15. https://doi.org/10.25134/equi.v17i02.2664
Choerrasjani, C. (2022). Analysis of Affecting Factors Property Purchase Decision (Study on CitraLand Driyorejo CBD Housing, Gresik). International Journal of Review Management Business and Entrepreneurship (RMBE), 2(2), 212–224. https://doi.org/10.37715/rmbe.v2i2.3423
Dewabrata, L., Kwanda, T., & Rahardjo, J. (2023). Faktor-Faktor Yang Dipertimbangkan Dalam Pembelian Rumah Tinggal Kelas Menengah Menurut Broker Properti Di Surabaya. Dimensi Utama Teknik Sipil, 10(1), 58–76. https://doi.org/10.9744/duts.10.1.58-76
Fadzil, F. (2019). Exploration On The Definition And The Real Meaning Of Corporate Real Estate Term. Planning Malaysia Journal, 17. https://doi.org/10.21837/pmjournal.v17.i9.586
Ferry Bastian, A., Qori, F. K., & Sukaesih, I. (2021). Pengaruh Produk, Lokasi, Promosi Terhadap Keputusan Pembelian Cluster Victoria (Studi Kasus PT. Arta Buana Sakti). Jurnal Ekonomi Bisnis, 27(1), 1–12.
Gamas, J. (2021). Pengaruh Harga, Promosi, dan Citra Merek Terhadap Keputusan Pembelian Produk. Jurnal Ilmu Dan Riset Manajemen.
Ghanad, A. (2023). An Overview of Quantitative Research Methods. International Journal Of Multidisciplinary Research And Analysis, 06. Https://Doi.Org/10.47191/Ijmra/V6-I8-52
Goodwin, K., Waller, B., & Weeks, H. S. (2014). The Impact of Broker Vernacular in Residential Real Estate. Journal of Housing Research, 23(2), 143–161. https://doi.org/10.1080/10835547.2014.12092089
Ikhsyan, N., Muryani, C., & Rintayati, P. (2017). Analysis of Distribution, Impacts and Adaptation Societies Flood Rob in the Eastern District of Semarang and Semarang Gayamsari District. Jurnal GeoEco, 3(2), 145–156.
Iskandar, D. N., & Irawan, I. A. (2021). Pengaruh Harga, Lokasi Dan Fasilitas Terhadap Keputusan Pembelian Pada Perumahan Grand Mutiara Village Karawang. Jurnal Indikator, 5(3).
Isoraite, M. (2016). Marketing Mix Theoretical Aspects. International Journal of Research -Granthaalayah, 4(6), 25–37. https://doi.org/10.29121/granthaalayah.v4.i6.2016.2633
Katili, P. B., Setiawan, H., & Nugroho, B. D. J. (2016). Pengaruh Brand Image dan Event Marketing terhadap Keputusan Pembelian Rumah (Studi Kasus: Perumahan Citra Garden Bmw Cilegon). Media Studi Ekonomi, 19(1).
Kotler, P., & Amstrong, G. (2018). Prinsip-prinsip Marketing (7th (ed.)). Salemba Empat.
Marisa, N. (2013). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Terhadap Kawasan Perumahan Mustika Plamongan Elok Semarang. Jurnal Sains Pemasaran Indonesia, XII(3), 301–316.
Melati, S., Rodhiyah, & Widayanto. (2013). Pengaruh Kualitas Produk, Harga dan Lokasi Terhadap Keputusan Pembelian Rumah Pada Perumahan Graha Candi Golf Semarang. Jurnal Ilmu Administrasi Bisnis, 2(2).
Narotama Sunardi, P., Regita Sari, P., & Cahyani, R. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Kualitas Produk dan Harga (Suatu Kajian Studi Literatur Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(3), 302–315. https://doi.org/10.31933/jimt.v3i3.833
Nuprilianti, N. P. (2016). Pengaruh Personal Selling, Brand Image, Word Of Mouth Terhadap Keputusan Pembelian Mobil. Jurnal Ilmu Dan Riset Manajemen, 5(1).
Permata Sari, D. (2021). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian, Kualitas Produk, Harga Kompetitif, Lokasi. Jurnal Ilmu Manajemen Terapan, 2(4), 524–533. https://doi.org/10.31933/jimt.v2i4.463
Philip, K., & Amstrong, G. (2013). Prinsip-prinsip Pemasaran (12th ed.). Erlangga.
Putri, W. N., Levyda, L., & Hardiyanto, T. (2021). Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan, dan Promosi Terhadap Keputusan Pembelian Produk. Management and Accounting Expose, 4(2). https://doi.org/10.36441/mae.v4i2.372
Riyadi, S., Susilo, D., Sufa, S. A., & Putranto, T. D. (2019). Digital marketing strategies to boost tourism economy: A case study of atlantis land Surabaya. Humanities and Social Sciences Reviews, 7(5), 468–473. https://doi.org/10.18510/hssr.2019.7553
Salam, K. N., & Chandra, R. (2019). Pengaruh Bauran Promosi dan Brand Image Terhadap Keputusan Pembelian Rumah Pada PT. Ciputra Fajar Mitra Di Makassar. Journal of Economic, Management and Accounting Adpertisi, 1.
Salma, N. F., & Budiono, A. (2023). Keputusan Pembelian Yang Dipengaruhi Kualitas Produk, Persepsi Harga dan Lokasi. Jurnal Ilmu Manajemen Saburai (JIMS), 9(1), 59–66. https://doi.org/10.24967/jmb.v9i1.2104
Santoso, F., & Anas, Z. (2021a). Analisis Faktor - Faktor Yang Mempengaruhi Pengambilan Keputusan Konsumen Terhadap Pembelian Rumah. Journal of Management and Digital Business, 1(3), 163–174. https://doi.org/10.53088/jmdb.v1i3.323
Santoso, F., & Anas, Z. (2021b). Analisis faktor - faktor yang mempengaruhi pengambilan keputusan konsumen terhadap pembelian rumah. Journal of Management and Digital Business, 1(3), 163–174. https://doi.org/10.53088/jmdb.v1i3.323
Schiffman, L.G., & Kanuk, L. . (2010). Consumer Behaviour (10th ed.). Pearson Prentice Hall.
Setianto, R. H. (2017). Harga Properti Residensial dan Kredit Perbankan di Indonesia; Analisis Agregat dan Dis-Agregat. Jurnal Manajemen Indonesia, 15(1), 39. https://doi.org/10.25124/jmi.v15i1.391
Simbolon, H., & Nasution, I. N. (2017). Desain Rumah Tinggal Yang Ramah Lingkungan Untuk Iklim Tropis. Educational Building: Jurnal Pendidikan Teknik Bangunan Dan Sipil, 3.
Sitorus, S. A. M. S., Romli, N. A. M. I. K., Tingga, C. P. S. S. M. M., & Putri, S. E. S. E. , M. S. (2020). Brand Marketing The Art Of Branding (A. S. E. , M. M. Sudirman, Ed.). CV. Media Sains Indonesia.
Sri, R., Sjahputra, W., Prabawani, B., & Sos, S. (2018). Kondisi, Faktor Pendorong, Dan Pemasaran Sektor Investasi Perumahan Di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 7(2), 1–9.
Stamso, M. A. (2015). Selling a house and the decision to use a real estate broker in Norway. Property Management, 33(2), 173–186. https://doi.org/10.1108/PM-01-2014-0006
Stanton, W. J. (2001). Prinsip pemasaran. Erlangga. Jakarta.
Sugianto, R., & Ginting, S. O. (2020). Analisis Pengaruh Harga, Kualitas Produk, Lokasi, Fasilitas dan Promosi Terhadap Keputusan Pembelian Rumah pada Perumahan Medan Resort City. Jurnal Wira Ekonomi Mikroskil, 10(1). https://doi.org/10.55601/jwem.v10i1.666
Sukma Wijaya, B. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31). www.iiste.org
Sumarsono, H., & Santoso, A. (2019). Pengaruh Citra Merek (Brand Image), Kualitas Produk, Dan Desain Produk Terhadap Keputusan Pembelian Pada Produk Batik Mukti. Jurnal Ekonomi, Manajemen Dan Akuntansi, 3(1), 81. https://doi.org/10.24269/iso.v3i1.242
Ticoalu, V. O., & J Tielung, M. V. (2015). The Analysis Of Customer Purchase Intention Of Houses Using Real Estate Agent In Manado Based On Psychological Factors. Jurnal EMBA, 3(4), 547–556.
Tiya, M., Suari, Y., Luh, N., Sayang Telagawathi, W., & Yulianthini, N. N. (2019). Pengaruh Kualitas Produk Dan Desain Produk Terhadap Keputusan Pembelian. Bisma: Jurnal Manajemen, 5(1).
Tjiptono, F. (2015). Strategi Pemasaran. Andi Offset.
Widyasari, S., & Fifilia, E. T. (2009). Analisis Pengaruh Produk, Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Rumah ( Studi Pada Perumahan Graha Estetika Semarang ). Jurnal Ilmiah Telaah Manajemen.
Xiong, C., & Cheung, K. S. (2021). Understanding Sellers’ Agents In The Residential Property Market. International Journal of Strategic Property Management, 25(3), 179–189. https://doi.org/10.3846/ijspm.2021.13724
Yuliastuti, H., Mulyono, S., Krisprimandoyo, D. A., & Jusman, I. A. (2024). Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust. International Journal of Business, Law, and Education, 5(1), 657–667. https://doi.org/10.56442/ijble.v5i1.453
Zahra, S., Sari, N. N., & Khoironi, Tb. A. (2022). Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Perumahan Persada Banten Pada Pt. Harapan Inti Persada Di Kota Serang. National Conference on Applied Business, Education, & Technology (NCABET), 2(1), 415–426. https://doi.org/10.46306/ncabet.v2i1.95
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
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2024-10-24
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