Attributes Influencing the Consumers' Perception in the Purchase of De Prima Apartment
April Liana Manullang
Management Study Program, Faculty of Economics, Universitas Prima, Indonesia.
Melinda Siregar *
Management Study Program, Faculty of Economics, Universitas Prima, Indonesia.
Wenny Putri Mei Waruwu
Management Study Program, Faculty of Economics, Universitas Prima, Indonesia.
Juandy
Management Study Program, Faculty of Economics, Universitas Prima, Indonesia.
Adika Fajar
Management Study Program, Faculty of Business Economics, Universitas Sumatera Utara, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This study aims to understand consumers' perceptions of the three main factors that influence apartment purchase decisions, namely location, price, and lifestyle, with a focus on De Prima Apartment as the object of study. These three factors are believed to influence each other and are important considerations in today's property consumer behavior.
Study Design: This study uses a qualitative descriptive approach to describe consumer views, experiences, and preferences in depth. The research location was conducted at De Prima Apartment, a vertical residence strategically located in an urban area and targeting the middle to upper class market segment.
Place Study: The research location was conducted at De Prima Apartment, a vertical residence strategically located in an urban area and targeting the middle to upper class market segment.
Methodology: The methodology used involves in-depth interviews with purposively selected informants, namely residents and buyers of units who have had direct experience with the apartment. In addition to interviews, researchers also used observation of the apartment environment and documentation to reinforce the data.
Results: The results of the study show that location is the most dominant factor in forming positive perceptions of consumers due to the ease of access, proximity to the city center, and the completeness of public facilities. The price is considered reasonable and commensurate with the quality and service provided. Meanwhile, lifestyle plays an important role in strengthening buying interest, as De Prima Apartment is able to reflect the identity and needs of modern consumers, such as a safe environment, fitness facilities, and social comfort.
Conclusion: The conclusion of this study is that the three variables of location, price, and lifestyle together shape consumer perceptions and contribute significantly to apartment purchase decisions. This research provides an understanding that developers need to design a holistic strategy to meet the needs of current property consumers.
Keywords: Consumer perception, location, price, lifestyle, purchase decision, de prima apartment