ANALISIS FAKTOR- FAKTOR GAYA HIDUP DAN PENGARUHNYA TERHADAP PEMBELIAN RUMAH SEHAT SEDERHANA (Studi pada Pelanggan Perumahan Puri Dinar Mas PT. Ajisaka di Semarang)

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Consumer Behavior and Marketing Influence Housing Market and Economics Consumer Behavior and Market Dynamics

Abstract

The objective of this research is to analyze the change of customers’ lifestyle in purchasing RSH (RSH means Simple and Healthy House) by using AIO factors. By analyzing AIO (activity, interest, and opinion), this research is aimed to find out whether lifestyle influences the decision of purchasing RSS. Proportional Stratified Random Sampling method is employed to analyze three different types of house: type 29, 36, and 45 with 90 respondents as the chosen sample. The analysis employs factor analysis and multiple linier regressions. Factor analysis results in five factors considered by customers in purchasing RSH. They are social, family, pleasure, reference, and identity factors. Analysis using multiple linier regressions shows that there are two significant factors that influence the decision to buy a house: social factors (social activity of the community, location, and the future) and identity factors (occupation and preference in design). Tujuan penelitian ini adalah untuk memahami perubahan gaya hidup pelanggan dalam pembelian RSH (Rumah Sehat Sederhana) dengan menggunakan factor AIO. Tujuan penelitian untuk mengetahui apakah factor gaya hidup dengan pendekatan Aktivitas, Minat, Opini memiliki pengaruh terhadap keputusan pembelian RSH. Teknik sampling menggunakan metode Proportional Stratified Random Sampling, karena obyek penelitian terdiri dari tiga tipe rumah yaitu tipe 29, 36 dan 45 dengan jumlah sampel sebanyak 90 responden. Analisis yang digunakan adalah analisis faktor dan regresi linier berganda. Dengan analisis faktor diperoleh hasil bahwa ada 5 faktor baru yang dipertimbangkan oleh konsumen dalam pembelian RSH yaitu factor sosial, factor keluarga, faktor kesenangan, faktor referensi dan faktor identitas. Analisis regresi menunjukkan dua faktor yang berpengaruh signifikan terhadap keputusan pembelian yaitu faktor sosial (aktivitas, sosial masyarakat, lokasi dan masa depan) dan faktor identitas (kerja dan selera desain). Keywords: Life Style, Simpel and Healthy House, Decision of Purchasing. Gaya Hidup, Rumah Sehat Sederhana, Keputusan Pembelian

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