PENGARUH BRAND IMAGE DAN EVENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN RUMAH (Studi Kasus: Perumahan Citra Garden BMW Cilegon)

putri bhuana katili, hadi setiawan, bagus Dwi Jokongko Nugroho

Abstract


ABSTRAK

Perumahan Citra Garden BMW merupakan salah satu proyek yang dibangun oleh Ciputra Residence yang berlokasi di Cilegon- Banten. Meskipun brand dari perumahantelah mendapatkan respon positif, baik dari dalam negeri maupun mancanegara,kehadiran proyekperumahan Citra Garden BMW dinilai baru dan penguasaan pasarnya kurang optimal. Data penjualan properti dari Pusat Studi Properti Indonesia menunjukkan penjualan properti di Serang-Cilegon didominasi rumah 70 persen, ruko dan pergudangan 23 persen, dan kavling industri tujuh persen.Tujuan  penelitian ini yaitu ingin mengetahui pengaruh brand image Ciputra dan kegiatan event marketing yang dilakukan oleh pihak pengembang perumahan terhadap keputusan pembelian rumah di perumahan Citra Garden BMW.Metode yang akan digunakan adalah SEM (Structural Equation Modelling) dengan softwareLISREL 8.70. Hasilpenelitian menunjukkan adanya pengaruh positif variabel eksogen terhadap variabel endogen.Brand image memiliki pengaruh positif terhadap keputusan pembelian rumah dengan nilai muatan faktor standar sebesar 0.40 sedangkan variabel event marketing berpengaruh positif terhadap keputusan pembelian dengan nilai muatan faktor standar sebesar 0,57.

 

Kata Kunci :Brand Image, Event Marketing, Keputusan Pembelian Rumah, Structural Equation Modelling

ABSTRACT

Citra Garden BMW housing is one of Ciputra Residence project’s which is located in Cilegon - Banten. Although the brand of “Citra Housing” has positive image in either domestic as well as overseas, the presence of Citra Graden BMW considered as new and not optimal in market penetrations. Marketing data from Pusat Studi Properti Indonesia shows that sales of properties  for Cilegon-Serang area are as follows: 70% housing, 23% shop and warehousing, 7% industrial estate.Objective of the research is to study the correlation of “Ciputra” brand image and developer’s marketing event  to the decision to buyof the customers. The evaluation method applied in studi is SEM (Structural Equation Modelling) with LISREL 8.70 software. Result of study shows that, there are positive correlation of exogen variable to the endogen one. Brand image has positive correlation to the decision to buy with standard loading factor of 0.40. Although marketing event variable has positive correlation  to the decision to buy with standard loading factor of 0.57.

Key Word: Brand Image, Marketing Event, Decision to buy, Structural Equation Modelling.


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References


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