ANALISIS PENGARUH DAYA TARIK PROMOSI, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PROPERTI RESIDENSIAL (Studi pada Perumahaan Bukit Cimanggu City Kota Bogor)

Abstract

In 2013 Property has became one of the bussines sector that are enthused by the Indonesian people, especially residential property. All people think that property are not only primarily needs but also seen as a profitabel investment. But the growth of property sector has decreased each and every years, this situation can be seen from the declining of the distribution of credit house ownership (KPR). The declining of purchase decision in residential property sector has also effected the purchase decision of Bukit Cimanggu City Residence which located in Bogor City. This research was conducted to analyze factors that have the biggest influence toward purchase decision of residential property in Bukit Cimanggu City Residential Bogor city, factors which will be researched are promotion appeal, price perception, and brand image. Those factors are cosidered to have a huge influence toward consumer’s purchase decision. This research will use data from 130 respondents who have been purchased a medium size of residential property in Bukit Cimanggu City and all the data are taken in 2016. Five hypotesis are test thru Structural Equation Model (SEM) analysis. The result shows that promotion appeal has the biggest impact toward consumer’s purchase decision. Easy to find the information of product can make the consument to know better about the products that being offered, thus the decision to buy property in Bukit Cimanggu City residential are getting bigger.