Electronic Theses and Dissertation

ABSTRAK
Abstrak Karya Akhir diserahkan kepada Panitia Komisi Ujian untuk mendapatkan
Gelar Magister Manajemen pada Program Pascasarjana Universitas Syiah Kuala

PENGARUH HARGA, DESAIN DAN LOKASI TERHADAP KEPUTUSAN
PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN PASCA PEMBELIAN
PERUMAHAN DI KOTA BANDA ACEH

Oleh
FACHRUL RIZAL
NIM : 1409200020015

Konsentrasi : Manajemen Umum

Pembimbing Pertama : Dr. Muhammad Adam. SE. MBA
Pembimbing Kedua : Dr. Mahdani Ibrahim, SE. MM


Tujuan penelitian ini adalah untuk mengetahui (1) kepuasan pasca pembelian,
keputusan pembelian, harga, desain, dan lokasi perumahan di Kota Banda Aceh, (2)
pengaruh harga, desain dan lokasi, baik secara simultan maupun parsial terhadap
keputusan pembelian perumahan, (3) pengaruh harga, desain dan lokasi, baik secara
simultan maupun parsial terhadap kepuasan pasca pembelian perumahan (4) pengaruh
keputusan pembelian terhadap kepuasan pasca pembelian perumahan, (5) menganalisis
apakah keputusan pembelian memediasi pengaruh harga, desain dan lokasi terhadap
kepuasan pasca pembelian perumahan di Kota Banda Aceh. Penelitian ini dilakukan di
Kota Banda Aceh, dengan objek penelitian adalah keputusan pembelian dan kepuasan
pasca pembelian yaitu harga, desain dan lokasi dengan jumlah responden penelitian
sebanyak 100 orang. Hasil penelitian ini menunjukkan bahwa responden penelitian
mempunyai persepsi yang baik terhadap variabel harga, desain, lokasi, keputusan
pembelian dan kepuasan pasca pembelian perumahan di Kota Banda Aceh, hal ini karena
nilai rerata untuk semua variabel penelitian lebih besar dari nilai 4 pada satuan skala
likert. Hasil penelitian menunjukkan bahwa harga, desain, lokasi baik secara simultan
maupun parsial berpengaruh terhadap keputusan pembelian perumahan dan harga, desain
dan lokasi baik secara simultan maupun parsial berpengaruh terhadap kepuasan pasca
pembelian perumahan di Kota Banda Aceh, serta keputusan pembelian juga mempunyai
pengaruh terhadap kepuasan pasca pembelian perumahan di Kota Banda Aceh.
Kemudian hasil penelitian juga membuktikan bahwa terdapat pengaruh tidak langsung
harga, desain dan lokasi terhadap kepuasan pasca pembelian perumahan di Kota Banda
Aceh. melalui keputusan pembelian.

Kata Kunci: Kepuasan Pasca Pembelian, Keputusan Pembelian, Harga, Desain, dan
Lokasi



xi

ABSTRACT

Abstract of Final Paper Submitted to The Examination Committee in partial
fulfilment of the requirements for the degree of Master of Management on Graduate
Program of Syiah Kuala University

THE INFLUENCE OF PRICE, DESIGN AND LOCATION ON PURCHASE
DECISION AND IT’S IMPACT ON POST-PUBLIC SATISFACTION IN
HOUSING IN BANDA ACEH CITY

By

FACHRUL RIZAL
S/N: 1409200020015

Specialization : General Management

Supervisor : Dr. Muhammad Adam. SE. MBA
Co-Supervisor : Dr. Mahdani Ibrahim, SE. MM

The aim of this research is to know (1) satisfaction of post purchase, purchasing
decision, price, design, and residential location in Banda Aceh City, (2) influence of
price, design and location, either simultantly or partially to decision of purchase of
housing (3) The effect of price, design and location, either simultantly or partially on the
satisfaction of post-purchase housing (4) the effect of purchasing decisions on
satisfaction of post-purchase housing, (5) to analyze whether purchasing decisions
mediate price, design and location influence on post- City of Banda Aceh. This research
was conducted in Banda Aceh City, with the object of research is purchasing decision
and post-purchase satisfaction is price, design and location with the number of
respondents as many as 100 people. The results of this study indicate that the respondents
have good perception of price variables, design, location, purchase decision and postpurchase
satisfaction
of
housing
in Banda
Aceh
City,
this
is
because
the average
value
for

all
research
variables
is
greater
than
4
in
likert
scale.
The
result
of
the
research
shows
that

the

price, design, location both simultaneously and partially influence the decision of
purchase of housing and price, design and location both simultaneously and partially
influence to satisfaction of post-purchase of housing in Banda Aceh City, and also
purchasing decision have influence to post- Purchase of housing in Banda Aceh City.
Then the research also proves that there is indirect influence of price, design and location
to the satisfaction of post-purchase of housing in Banda Aceh City. Through purchasing
decisions

Keywords : Post Purchase Satisfaction, Purchase Decision, Price, Design, and
Location

Tidak Tersedia Deskripsi