DOI: https://doi.org/10.9744/ced.4.1.pp.%2030-38

ANALISIS KEPUASAN PENGHUNI DAN PERANAN ENVIRONMENTAL INFLUENCES INDIVIDUAL CONSUMERS DAN MARKETER STIMULI PADA KONDOMINIUM MEWAH DI SURABAYA

Timoticin Kwanda, Hasan Oetomo

Abstract


The occupancy rate of luxurious condominiums in Surabaya keep on decreasing. There are many
reasons for these problems, among others economic crisis that weakened market-buying capability
(external) and decreased preferences to reside (internal). The internal factor comprises of occupant’s
satisfaction, environmental influences, individual consumers and marketer stimuli. The purpose of
the research is to know according to the assessment of the occupants which of these four factors, is
higher and more dominant. The occupants surveyed are the occupants of the luxurious condominiums
in Surabaya, such as Paragon, Beverly, Puri Matahari, Regency, Graha Famili, and Puri Darmo.
Samples were taken with Purposive Sampling method and collected through questioners. Anova is
used to analyse the data with SPS 2000 program. The result showed that there are no significant
differences of occupant’s satisfaction, environmental influences, individual consumers and marketer
stimuli on the six observed condominiums. Meanwhile according to the mean, occupant’s satisfaction,
individual consumers and marketer stimuli are dominant at Puri Matahari, and environmental
influences are dominant at Puri Darmo.


Abstract in Bahasa Indonesia :


Tingkat hunian kondominium mewah di Surabaya terus menurun tajam. Hal yang menjadi
penyebabnya antara lain krisis ekonomi yang memperlemah daya beli pasar (eksternal) dan
menurunnya minat menempati (internal). Faktor internal adalah kepuasan penghuni,
environmental influences, individual consumers dan marketer stimuli. Penelitian ini bertujuan
untuk mengetahui penilaian penghuni kondominium mewah di Surabaya, yaitu Paragon, Beverly,
Puri Matahari, Regency, Graha Famili, dan Puri Darmo terhadap keempat faktor ini. Ingin
diketahui faktor mana yang lebih tinggi dan lebih dominan peranannya. Pengambilan sampel
menggunakan metode Purposive Sampling dengan pengumpulan data melalui kuesioner. Analisis
data menggunakan Anova dengan program SPS 2000. Hasil analisis menunjukkan bahwa tidak ada
perbedaan yang signifikan antara faktor kepuasan penghuni dan peranan environmental influences,
individual consumers dan marketer stimuli pada keenam kondominium. Sedangkan berdasarkan
rerata diketahui bahwa faktor-faktor kepuasan penghuni, individual consumers, dan marketer
stimuli dominan pada Puri Matahari, dan faktor environmental influences dominan pada Puri
Darmo.

Keywords


occupant’s satisfaction, environmental influences, individual consumers, marketer stimuli.

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DOI: https://doi.org/10.9744/ced.4.1.pp.%2030-38



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