PERAN PERILAKU SPEKULATIF DALAM MEMODERASI PENGAMBILAN KEPUTUSAN PEMBELIAN RUMAH GENERASI MILENIAL
DOI:
https://doi.org/10.9744/duts.10.2.285-300Keywords:
milenial, perilaku spekulatif, niat pembelian, keputusan pembelian, PLS-SEM, structural equation modelingAbstract
Berubahnya gaya hidup pada generasi milenial menimbulkan banyak perubahan dalam berbagai bidang kehidupan, tidak terkecuali dalam bidang properti. Niat pembelian yang menjadi titik fokus dalam penelitian ini didefinisikan sebagai tahap awal dalam proses pengambilan keputusan pembelian, di mana individu mulai menyusun rencana dan evaluasi untuk melakukan pembelian suatu produk atau layanan. Penelitian ini bertujuan untuk memahami faktor-faktor yang mendorong generasi milenial dalam membentuk niat pembelian rumah, dengan fokus pada bagaimana perilaku spekulatif dapat memoderasi atribut preferensi generasi milenial dalam mempengaruhi niat pembelian. Pengumpulan data dilakukan dengan menyebarkan kuesioner yang ditujukan pada milenial yang berdomisili di Surabaya. Data kemudian diolah dengan structural equation modelling (SEM), metode PLS-SEM. Hasil penelitian ini menunjukkan bahwa perilaku spekulatif memiliki pengaruh signifikan terhadap niat pembelian rumah di Surabaya. Namun, faktor-faktor lain seperti kualitas fisik, brand, lokasi akses, dan lingkungan tidak ditemukan memiliki pengaruh yang signifikan.
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