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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 JBTI : Jurnal Bisnis : Teori dan Implementasi MIX : Jurnal Ilmiah Manajemen International Journal of Artificial Intelligence Research 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 (JEE) MABIS: Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ekonomi Manajemen Sistem Informasi Business Management Journal Program Studi Manajemen Al-Kharaj: Journal of Islamic Economic and Business Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Community Engagement and Emergence Journal (CEEJ) JURNAL AKUNTANSI KEUANGAN 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 IJORER : International Journal of Recent Educational Research Jurnal Ekonomi Bulletin of Community Engagement Journal of Islamic Education Management BanKu: Jurnal Perbankan dan Keuangan Journal of Management and Social Sciences Inkubis: Jurnal Ekonomi dan Bisnis Journal Research of Social Science, Economics, and Management Journal Community Service Consortium Equivalent: Jurnal Ilmiah Sosial Teknik Journal of Economics, Entrepreneurship, Management Business and Accounting Journal of Economics and Management Scienties JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah International Journal of Review Management Business and Entrepreneurship (RMBE) Vifada Management and Social Sciences International Research Journal of Business Studies JHSS (Journal of Humanities and Social Studies) Academia Open
David Sukardi Kodrat
Universitas Ciputra
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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 Alessandro Effendy, Junko Alexander, Juan Richard Ali Sidiq Muntaha Anak Agung Ayu Puty Andrina Andarina, Deansha Ghaisani Andrina, A.A.A Puty Angelyn Angelyn Angga Istighfar Antonio Nicolas Antonius Yansen Suryadarma Ariesta Andriani, Nathania Disa Arip Pauzan Jaya Aristya, Tania Arya Govinda Roosheroe Ayulita Purnama Sari Benediktus Derry Galista Benny Irawan Brilliane Salsa Burhan Bungin Candy Junior Herlambang Christian Herdinata Christina Whidya Utami Cipta Canggih Perdana Cipta Canggih Perdana Damelina B. Tambunan Denpharanto Agung Krisprimandoyo Dewi Mayasari Dewi, Melinda Alfiani Rosida Dhafin Fathur Rozi Dian Ramadhani Edrick Gian Gunawan Eko Wahyudi Elsima Nainggolan Eric Harianto Evan Johan Faradiba, Dimarta Fernando Belo Fiosandi Rizky Novalino Fulgentius Danardana Murwani Gonaldy, Vincent Aurelius Gunawan Adi Prayogo Handijaya, Elizabeth Maeko Cyrilla Hanna Tabita Hasianna Silitonga Harsono, Bernardus Danny Hartono Tjong Hartono, Alexander Hartono Hermeindito Hindarto, Paulus Hutomo Setia Budi I Gusti Bagus Yosia Wiryakusuma Imelda Ritunga Isadora Elgina Pramana Iswati Iswati J.E. Sutanto J.E. Sutanto Jaya, Arip Pauzan Juan Richard Alexander Khusuma, Sherly Amalia Lala Setiany Wee Latif, Nashrudin Lidya Handayani Lukman Priyo Sembodo Ma'ruf Nidhomuddin Madina, Nur Martinus Calvin Saputra Melinda Alfiani Rosida Dewi Melinda Alfiani Rosida Dewi Metta Padmalia Minarni Wartiningsih Mirna Fauziah Lailly Muhammad Yusri Ali Murpin Josua Sembiring Naomi Endah Pratiwi Narayanasandhy, I Wayan M. Dhamma Nashrudin Latif Nazila, Qahira Nina Agustin Chrystinasari Osama Rizqi Amriyasaldi Pieter Sahertian Pramana, Isadora Elgina Prameswari, Gita Radiany, Ade Asria Ramadhani, Dian Reinaldo Ryan Riyanti Hamdani Riyanti Hamdani Rosida Dewi, Melinda Alfiani Sean, Jeremy Ernesto Setiawan, Iskandar Sofyan Kurniawan, Widya Arif Sugiyatmi, Tri Astuti Sutanto, J.E.Sutanto Sutrisno, Timotius F.C.W. Sutrisno, Timotius FCW Sutrisno, Timotius FCW Tanzilia, May Fanny Tatas H.P. Brotosudarmo Teofilus Thomas Stefanus Kaihatu Tina Melinda Tina Melinda Tommy C. Efrata Toni Antonio Tri Yogi Wardhana Umiati Jawas Viena, Windi Clara Welly Trilaksono Wendra Hartono Wibowo, Eri Wirawan ED Radianto Yaser Arafat Yuli Kartika Dewi