Niat Beli Konsumen pada Perumahan Mewah di Kota Pekanbaru: Peran Produk, Harga, dan Promosi dengan Psikologi sebagai Mediasi dan Budaya sebagai Moderasi
DOI:
https://doi.org/10.37680/ssa.11059Keywords:
Purchase Intention; Luxury Housing; Price; Consumer Psychology; Cultural Moderation; PLS-SEMAbstract
Keputusan membeli rumah mewah berisiko tinggi sehingga niat beli perlu dipahami lebih dahulu. Penelitian ini menganalisis pengaruh produk, harga, dan promosi terhadap niat beli konsumen perumahan mewah di Kota Pekanbaru, dengan psikologi konsumen sebagai mediator dan budaya sebagai moderator. Survei kuantitatif melibatkan 153 konsumen Perumahan Villa Taman Raya Raudha yang dipilih secara purposif melalui kuesioner Likert 1–5. Data dianalisis dengan partial least squares structural equation modeling (PLS-SEM) pada skor komposit terstandardisasi dan bootstrapping 5.000 resampel. Harga menjadi satu-satunya prediktor langsung yang signifikan (β = 0,837; p < 0,001), sedangkan produk (β = −0,226; p = 0,094) dan promosi (β = −0,070; p = 0,639) tidak. Produk (β = 0,282; p = 0,045) dan promosi (β = 0,340; p = 0,004) memengaruhi psikologi konsumen, tetapi harga tidak (p = 0,386). Psikologi tidak memengaruhi niat beli (β = 0,080; p = 0,578), seluruh efek mediasi tidak signifikan, dan moderasi budaya hanya mendekati signifikan (β = 0,162; p = 0,061). Model menjelaskan 45,0% varians niat beli. Pada hunian mewah lokal, niat beli lebih ditentukan oleh penilaian harga; pengembang perlu menekankan kewajaran harga dan fleksibilitas pembayaran.
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