Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 152-158
Analysis of Fishbein’s Multi-Attribute on Property at PT Graha Wisma Sentosa Jaya
Rodearto Prayuda Damanik1, Rulianda Purnomo Wibowo2, Isfenti Sadalia2
1,2Master of Management Study Program, Postgraduate School of University of Sumatera Utara
Corresponding Author: Rodearto Prayuda Damanik
ABSTRACT
This research is conducted with the aim of analyzing the level of consumer belief in the attributes, analyzing the importance level of Sehaty Residence residential product attributes and analyzing consumer attitudes towards the attributes of Sehaty Residence residential products. This research used Fishbein’s Multi-Attribute analysis. The population in this research is all individuals residing in the Sei Mencirim Sub-District, Sunggal District, Regency of Deli Serdang that acknowledge the Sehati Resident residential, amounted to 84 people, and all of them are sampled in the study. The result shows that, in general, the assessment on the strength of consumer belief in Sehaty Residence residential products, it can be concluded that, the attributes that are likely to be related to Sehaty Residence residential products are: Nice and Attractive Type and Residential Design, Compatible and Convenient Environment for Potential Customers or Potential Buyers, Appropriate Residential Price That Can Affect Potential Buyers, Compatible Facilities Offered By The Developer Company and Incompatible and Inconvenient Residential Locations. The analysis of Attitude of all units price, type, facilities and environmental compatibility are positive. Meanwhile the location is negative.
Keywords: Fishbein’s Multi-Attribute, Trust Score (bi), Evalution Score (ei), Consumer Attitude (Ao).
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