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All Journal Jurnal Siasat Bisnis Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Ekonomi Modernisasi JAM : Jurnal Aplikasi Manajemen Jurnal Teknobisnis Journal of Accounting and Investment MIX : Jurnal Ilmiah Manajemen Jurnal Pendidikan Ekonomi & Bisnis MBR (Management and Business Review) Jurnal Abadimas Adi Buana International Journal of Supply Chain Management PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Entrepreneur dan Entrepreneurship MABIS: Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Business Management Journal Program Studi Manajemen Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Community Engagement and Emergence Journal (CEEJ) Jurnal Riset Bisnis dan Manajemen Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Jurnal Aisyah : Jurnal Ilmu Kesehatan Jurnal Pengabdian kepada Masyarakat Nusantara ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Jurnal Ekonomi BanKu: Jurnal Perbankan dan Keuangan Inkubis: Jurnal Ekonomi dan Bisnis Journal Community Service Consortium Journal of Economics and Management Scienties JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah International Journal of Review Management Business and Entrepreneurship International Research Journal of Business Studies Academia Open
David Sukardi Kodrat
Universitas Ciputra
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Veterinary Other

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Journal : Academia Open

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Location and Brand Image Outshine Price in Homebuyer Decisions in Indonesia: Lokasi dan Citra Merek Mengalahkan Harga dalam Keputusan Pembeli Rumah di Indonesia Dian Ramadhani; David Sukardi Kodrat
Academia Open Vol. 9 No. 2 (2024): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.9155

Abstract

General Background: The increasing population in Medan has led to a rising demand for housing, prompting competition among companies to provide secure and comfortable upper-middle-class residences. Specific Background: Citraland Helvetia serves as a case study to understand the dominant factors influencing consumer decisions in purchasing homes. This study specifically investigates whether price, location, promotion, brand image, and facilities significantly impact the purchase decisions at Citraland Helvetia. Knowledge Gap: Previous research has not conclusively identified which factors are most influential during the product launch phase for residential properties in this region. Aims: This study aims to identify the dominant factors affecting consumer purchasing decisions during the product launch of Citraland Helvetia, focusing on location, brand image, and price. Results: The study found that location and brand image are the two most influential factors in the decision-making process, while price has a significant impact but is not as dominant. Promotion and facilities also positively influence purchasing decisions. Novelty: The research provides empirical evidence highlighting the critical role of location and brand image over price during the initial launch phase, which contrasts with the common perception that price is the primary determinant. Implications: These findings suggest that developers should prioritize strategic location selection and strong brand image development to attract buyers. Enhancing these elements can lead to better consumer satisfaction and potentially higher investment returns. The study's insights can inform future urban development and marketing strategies in the housing sector, particularly in emerging urban areas like Medan. Highlights: Dominant Factors: Location and brand image drive home purchase decisions. Price Impact: Less significant during initial product launch phase. Strategic Focus: Prioritize location and brand image for buyer attraction. Keywords: Housing demand, Medan, Consumer decision, Location, Brand image
Co-Authors Adhitya Ginting Alexander, Juan Richard Ali Sidiq Muntaha Andarina, Deansha Ghaisani Andrina, A.A.A Puty Andrina, Anak Agung Ayu Puty Angelyn Angelyn Angga Istighfar Antonio Nicolas Antonius Yansen Suryadarma Arafat, Yaser Ariesta Andriani, Nathania Disa Aristya, Tania Benediktus Derry Galista Burhan Bungin Candy Junior Herlambang Christian Herdinata Christian Herdinata Damelina B. Tambunan Damelina Basauli Tambunan Denpharanto Agung Krisprimandoyo Dewi Mayasari Dewi, Melinda Alfiani Rosida Dian Ramadhani Edrick Gian Gunawan Eko Wahyudi Eric Harianto Evan Johan Fanny Tanzilia, May Faradiba, Dimarta Gonaldy, Vincent Aurelius Gunawan Adi Prayogo Handijaya, Elizabeth Maeko Cyrilla Hanna Tabita Hasianna Silitonga Harsono, Bernardus Danny Hartono, Alexander Hartono Hindarto, Paulus Hutomo Setia Budi I Gusti Bagus Yosia Wiryakusuma Imelda Ritunga Isadora Elgina Pramana Iswati Iswati J.E. Sutanto Jaya, Arip Pauzan JE Sutanto Juan Richard Alexander Khusuma, Sherly Amalia Latif, Nashrudin Lidya Handayani Ma'ruf Nidhomuddin Madina, Nur Martinus Calvin Saputra Melinda Alfiani Rosida Dewi Minarni Wartiningsih Muhammad Yusri Ali Murpin Josua Sembiring Murpin Josua Sembiring Nazila, Qahira Nina Agustin Chrystinasari Osama Rizqi Amriyasaldi Pieter Sahertian Pramana, Isadora Elgina Prameswari, Gita Radiany, Ade Asria Ramadhani, Dian Reinaldo Ryan Rosida Dewi, Melinda Alfiani Salsa, Brilliane Sean, Jeremy Ernesto Sofyan Kurniawan, Widya Arif Sugiyatmi, Tri Astuti Sutanto, J.E.Sutanto Sutrisno, Timotius F.C.W. Sutrisno, Timotius FCW Tambuna, Damelina Basauli Tatas H.P. Brotosudarmo Teofilus Thomas Stefanus Kaihatu Timotius Febry Christian Wahyu Sutrisno Tina Melinda Tina Melinda Tjong, Hartono Tommy Christian Efrata Umiati Jawas Viena, Windi Clara Wardhana, Tri Yogi Wee, Lala Setiany Welly Trilaksono Wendra Hartono Wibowo Wibowo Wibowo, Eri Yuli Kartika Dewi