Pengaruh Perceived Price, Perceived Location, Corporate Image pada Attitude serta Dampaknya terhadap Purchase Intention Produk Perumahan oleh Generasi Milenial

Abstract

Millennial generation has a different point of view and lifestyle from the previous generation. Residential is one of the most basic needs that humans must have. Purchase intention of residential products in Indonesia is usually influenced by many factors, such as internal and external factors. The main factors that are determined as variables in this study are price, location, and corporate image. The research was carried out quantitatively by distributing questionnaires to 121 respondents who live in Jabodetabek. Analysis of the effect from variables towards purchase intention through attitude was carried out statistically using software SPSS 22.0. The result shows that price, location, corporate image, individually and simultaneously, have significant positive effect toward attitude then purchase intention. This research is practically useful for companies to make marketing strategies, especially for residential industry which targets the millennial generation market segment.