Analysis of Fishbein's Multi-Attribute on Property at PT Graha Wisma Sentosa Jaya
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International Journal of Research and Review
Vol.8; Issue: 1; January 2021
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237
Analysis of Fishbein’s Multi-Attribute on Property
at PT Graha Wisma Sentosa Jaya
Rodearto Prayuda Damanik1, Rulianda Purnomo Wibowo2, Isfenti Sadalia2
1,2
Master of Management Study Program, Postgraduate School of University of Sumatera Utara
Corresponding Author: Rodearto Prayuda Damanik
ABSTRACT compatibility are positive. Meanwhile the
location is negative.
This research is conducted with the aim of
analyzing the level of consumer belief in the Keywords: Fishbein’s Multi-Attribute, Trust
attributes, analyzing the importance level of Score (bi), Evalution Score (ei), Consumer
Sehaty Residence residential product attributes Attitude (Ao)
and analyzing consumer attitudes towards the
attributes of Sehaty Residence residential BACKGROUND
products. This research used Fishbein’s Multi- The growth of the property business
Attribute analysis. The population in this in Indonesia, especially in big cities, is
research is all individuals residing in the Sei currently experiencing a significant
Mencirim Sub-District, Sunggal District,
increase. The Property Index notes that the
Regency of Deli Serdang that acknowledge the
Sehati Resident residential, amounted to 84 national residential property supply in 2018
people, and all of them are sampled in the study. has increased by 8.1% when compared to
The result shows that, in general, the assessment 2017. PT Graha Wisma Sentosa Jaya is
on the strength of consumer belief in Sehaty doing its business and is optimistic about
Residence residential products, it can be seeing the property market stretching in
concluded that, the attributes that are likely to be Sunggal District, especially in line with the
related to Sehaty Residence residential products economic growth in Deli Serdang, before
are: Nice and Attractive Type and Residential PT Graha Wisma Sentosa Jaya wants to
Design, Compatible and Convenient build a residential area in the Sei Mencirim
Environment for Potential Customers or area. However, the managing director of PT
Potential Buyers, Appropriate Residential Price
Graha Wisma Sentosa Jaya stated that in the
That Can Affect Potential Buyers, Compatible
Facilities Offered By The Developer Company last 3 years, the residential sales target was
and Incompatible and Inconvenient Residential not in accordance with the target set by the
Locations. The analysis of Attitude of all units company, namely at least 1 house must be
price, type, facilities and environmental sold per month.
Figure 1: Housing Sales Data of PT Graha Wisma Sentosa Jaya
International Journal of Research and Review (ijrrjournal.com) 152
Vol.8; Issue: 1; January 2021Rodearto Prayuda Damanik et.al. Analysis of Fishbein’s multi-attribute on property at PT Graha Wisma
Sentosa Jaya.
According to Taufik (2017), there product brand, product packaging, service
are various variables that a consumer takes levels, warranties, product size and returns.
into account when buying a residence.
These variables include residential design, 2. Price
price, location, housing infrastructure, The price of a product is often used
supporting facilities and promotion as a reference by consumers in assessing the
strategies from the developer. A consumer quality of a product. Consumers perceive a
who has a high income will certainly have a high quality product as if they have the right
high purchasing power and will not pay too to be given a high price. On the other hand,
much attention to the price of a house. a product is of poor quality, difficult to sell
However, in reality, the purchasing power at a high price. Thus, price is a sacrifice that
of each consumer is different so that it will must be made by consumers to get the
influence decisions in buying residential quality that consumers perceive. (Kertajaya,
types. Variables such as residential design, 2006). According to Kotler and Keller
price, and location are a small number of (2009) states that the price dimensions
decision variables considered by a consumer consist of: price lists, rebates / discounts,
who will buy a house. These variables must special discounts, payment periods and
be known by every company management, credit terms.
especially companies engaged in the
property industry, such as PT Graha Wisma 3. Distribution Channels
Sentosa Jaya, because they can be used as With regard to products, companies
the basis for company policy to sell their need to identify alternative ways to get their
property products. products into the hands of consumers or to
target markets. Products mean little to
Marketing Mix consumers if they are not available at the
According to Kotler (2002) states time and place they want. Therefore a
that the Marketing Mix (marketing mix) is distribution channel is needed as an effort
variables that can be controlled by a made by producers to make a product
company which consists of product, price, available and available to consumers at any
distribution, and promotion. time and place wherever the consumer is
1. Products (Angipora, 2007).
The product itself has various
definitions, one of which is stated by 4. Promotion
Lupiyoadi (2006) that the product is the Promotion is also a means of
whole concept of an object or process that communicating products to consumers.
provides a number of benefits to consumers. Kertajaya (2004) states that promotion is an
Meanwhile, according to Kotler and explanation of a product that must be
Armstrong (2003) a product is anything that communicated to the target market with the
is offered to the market to get attention, buy, aim of forming or encouraging someone to
use or consume that can satisfy a desire or act about a product and at the same time
need. From the two definitions above, it can increasing purchase desire. According to
be concluded that a product is anything that Kotler and Armstrong (Business
can be offered to the market to get the Communication 2008), explains the
attention it owns and uses, which includes dimensions of promotion, namely:
physical goods, personality, organization Advertising, Sales Promotion, Public
and ideas. Product dimensions According to Relations, and Direct Marketing
Kotler and Armstrong (2008), the product
mix consists of: product diversity, product Consumer behavior
quality, product design, product features, There are two strengths of the
factors that influence consumer behavior,
International Journal of Research and Review (ijrrjournal.com) 153
Vol.8; Issue: 1; January 2021Rodearto Prayuda Damanik et.al. Analysis of Fishbein’s multi-attribute on property at PT Graha Wisma
Sentosa Jaya
namely socio-cultural and psychological lower - middle class, upper - lower class,
forces. This is in accordance with the and lower - lower class. The upper class
opinion of William J. Stanton (1981: 105) social class tends to buy expensive goods,
who states: "sociocultural and psychological buy at quality and complete shops
force which influences consumers' buying (convenience stores, supermarkets), are
behavior". Socio-cultural forces consist of conservative in their consumption, the items
cultural factors, social level, small- purchased tend to be inherited by their
preference groups, and families. . families. The middle class social class tends
Meanwhile, psychological strength consists to buy goods to reveal their wealth, buying
of learning experiences, personality, goods in large quantities and of sufficient
attitudes and beliefs, self-concept. quality. They want to buy expensive items
with a credit system, for example buying
Socio-Cultural Strengths vehicles, luxury homes, household furniture.
Cultural factors can be defined as the Lower social classes tend to buy goods with
result of human creativity from one an emphasis on quantity over quality. In
generation to the next which greatly general, they return to buying goods for
determines the form of behavior in their their daily needs, taking advantage of
lives as members of society. Culture selling items on sale or selling at
influences consumer behavior both in terms promotional prices.
of: The role model; defined as a group
1. Psychological, where consumers feel of people who influence the attitudes,
they have an adequate supply of all their opinions, norms and behavior of consumers.
needs. For example, being physically This role model is a collection of a
strong will use excessive time to earn particular family, group or organization. For
enough money. The tendency to show a example, artists' associations, athletes, youth
new and different lifestyle from other groups, mosque groups and other small
people, even shows a new tendency organizations. The influence of role models
towards materialism. on consumer behavior, among others, is in
2. Consumer anti-functionalism shows a determining the products and brands they
tendency towards a new romantic flow, use that match the aspirations of the group.
modern life, beautiful surroundings, a Family factors; defined as the
tendency towards pleasure, spirituality, smallest society whose behavior greatly
and introspection. influences and determines buying decisions.
3. Reaction against consumer complexity Within the family, there are roles as
which shows a tendency towards simple initiative makers, influencers, decision
life, returning to nature, namely makers, purchasing actors, and users.
rejecting artificial ones, adopting more
natural ones, increasing community The Power of Psychological Factors
involvement, namely increasing Learning factor can be defined as a
affiliation with local communities, change in behavior due to previous
existing activities in neighbors, experiences. Consumer behavior can be
increasing trust in technology rather learned because it is greatly influenced by
than tradition and tendencies manifest the learning experience. The consumer's
respect for big brands and big stores. learning experience will determine the
Factors Social class; defined as a buying decision and action. These theorists
group consisting of a number who have an were Pavlov, Skinner, and Hull. Based on
equal position in society. Wener (Flemming their research, it is concluded that learning
Hansen, 1972) argues that social class can is a response or reaction to several stimuli.
be categorized into upper - upper class, If the response is pleasant, there will be
lower - upper class, upper - middle class, satisfaction; and vice versa, if it is
International Journal of Research and Review (ijrrjournal.com) 154
Vol.8; Issue: 1; January 2021Rodearto Prayuda Damanik et.al. Analysis of Fishbein’s multi-attribute on property at PT Graha Wisma
Sentosa Jaya
unpleasant, will be punishment. The same determining a product, brand and service.
response if repeated will form a habit. The attitudes and beliefs of consumers
Likewise, if the stimulus is repeated, it will towards a product or brand can be changed
be a strong response. through persuasive communication and the
Consumer personality factors will provision of effective information to
influence perceptions and decision making consumers. Thus consumers can buy new
in buying. Therefore, the role of shop products or brands, or products that are in
assistants is important in providing good the store itself.
service to consumers. The service displayed Self-concept factors In relation to
by the shop assistant is very much consumer behavior, we need to create
influenced by his personality. Therefore, it situations that are in line with what
is better if the shop clerk is a salesperson consumers expect. Likewise, providing and
with an adult personality. serving consumers with branded products
Attitude and belief factors in relation that are what consumers expect.
to consumer behavior are very influential in
Conceptual framework
Figure 2: Conceptual Framework
Hypothesis Regency who know the Sehati Residence
housing. The sampling technique in this
H0: Attitude Consumer behavior towards study was purposive sampling, which is a
the product is not positive non-probability sampling method that uses
H1: Attitudes. Consumer behavior towards specific people (specific target groups) as a
positive products source of data or information with a total of
84 respondents. The data analysis method
RESEARCH METHODS used descriptive statistical analysis and the
The type of research used is survey Fishbein multi-attribute analysis model.
research, which is an investigation carried
out to obtain facts from the existing RESULTS AND DISCUSSION
symptoms and seek factual information to Evaluation of the level of confidence (bi)
get the truth (Sukaria Sinulingga, 2014). on the product attributes of Sehaty
The data collection technique used is a Residence housing (Ao)
questionnaire. In this study the population is Measurement of the strength of trust
all individuals residing in Sei Mencirim variable (bi) is carried out on the housing
Village, Sunggal District, Deli Serdang product Sehaty Residence separately. The
International Journal of Research and Review (ijrrjournal.com) 155
Vol.8; Issue: 1; January 2021Rodearto Prayuda Damanik et.al. Analysis of Fishbein’s multi-attribute on property at PT Graha Wisma
Sentosa Jaya
results of the evaluation (scoring) of the Residence housing products are shown in
strength of trust (bi) of each respondent Table 1.
(consumer) on the attributes of Sehaty
Table 1: Evaluation of Trust Level (bi) Attributes of Sehaty Residence Housing
Attributes Strongly Disagree Neutral Agree Strongly Average Confidence Level
Disagree agree (bi) Interpretation
-2 -1 0 1 2
Price 0 10 13 38 23 1.06 The right price
Type 0 2 17 40 25 1.26 Nice and interesting
Location 24 23 20 7 10 -0.63 Strategic
Facility 6 10 11 32 11 0.46 Already fit
Environmental 4 2 19 32 27 1.09 Fit and Suitable
Suitability
From Table 1, it can be seen that the 2. The environment is suitable and suitable
average score for the variable strength of for potential customers or prospective
trust (bi) of consumers on each attribute of buyers.
Sehaty Residence housing products that is 3. Appropriate occupancy prices so as to
on expressing confidence in each attribute influence potential buyers.
that is owned by the Healthy Residence 4. Facilities in accordance with those
housing product. The average scoring result offered by the developer company.
shows that Sehaty Residence housing 5. Unsuitable and strategic residential
products prioritize the attributes: location.
1. Type (1.26)
2. Environmental compatibility (1.09) Evaluation of the level of importance (ei)
3. Price (1.06) of the attributes of Sehaty Residence (Ao)
4. Facilities (0.46) housing products
5. Location (-0.63) Parameters, statements and scores
In general, an assessment of the for measuring the level of importance and
strength of consumer confidence in Sehaty strength of consumer confidence. The
Residence housing products, it can be results of the evaluation of each respondent
concluded that, the attributes that are (consumer) on the level of importance of the
believed to be related to Sehaty Residence Sehaty Residence product attributes are
housing products are: shown in Table 2.
1. Type and design of a nice and attractive
housing.
Table 2: Evaluation of Interest Level (ei) Attributes of Healthy Residence Housing
Attributes Strongly Disagree Neutral Agree Strongly Average Confidence Level
Disagree agree (bi) Interpretation
-2 -1 0 1 2
Price 0 0 6 39 39 1.67 most important
Type 0 0 10 40 34 1.54 most important
Location 0 0 18 22 44 1.57 most important
Facility 0 0 19 39 26 1.30 most important
Environmental Suitability 0 0 9 43 32 1.53 most important
From Table 2 is a table of the level the product attributes of Sehaty Residence
of importance or the value of the evaluation housing to be considered.
of the importance of the results of the Based on the type of attribute, the
respondent's assessment of Healthy price obtains an interest value of 1.67, the
Residence Housing. Table 5.6 shows that type obtains an interest value of 1.54, the
the average for all the attributes of Sehaty location obtains an interest value of 1.57,
Residence Housing gets a positive value. the facility obtains an interest value of 1.30
This shows that the respondents consider all and environmental compatibility obtains an
interest value of 1.53. When viewed based
International Journal of Research and Review (ijrrjournal.com) 156
Vol.8; Issue: 1; January 2021Rodearto Prayuda Damanik et.al. Analysis of Fishbein’s multi-attribute on property at PT Graha Wisma
Sentosa Jaya
on the results of the product attributes of consumers in determining the choice to buy
Sehaty Residence housing, namely the price housing.
gets the highest importance value. This can
be due to the fact that price is the most Analysis of Consumer Attitudes towards
important attribute to consider in attracting Sehaty Residence housing products
consumers to visit and see Perumahan The results of the analysis of the
Sehaty Residence. In addition, the selling attitude concept with a multi attribute model
price at Perumahan Sehaty Residence is also of Fishbein's attitude towards Sehaty
an important thing that becomes a Residence housing products which is the
consumer's concern in determining result of the multiplication between the
purchases. score of the consumer's interest evaluation
This shows that respondents will variable (ei) and the consumer's trust power
consider the price attribute as a very (bi) variable. Table 2 below shows the
important attribute in deciding what is results of the analysis of the attitudes and
important according to consumers. Price is behavior of each consumer towards the
one of the most important attributes attributes of Sehaty Residence housing
evaluated by consumers to be considered by products.
Table 2: Attitude Analysis
Attributes Interest Evaluation Score (ei) bi Max bi Min ei.bi Max ei.bi Min
Price 1.67 2 -2 3.34 -3.34
Type 1.54 2 -2 3.09 -3.09
Location 1.57 2 -2 3.14 -3.14
Facility 1.30 2 -2 2.60 -2.60
Environmental Suitability 1.53 2 -2 3.06 -3.06
Total Value of Attitude 15.23 -15.23
CONCLUSION interest value of 1.30 and environmental
From research on consumer attitudes compatibility obtained an interest value
towards the attributes of Sehaty Residence of 1.53.
housing, the following conclusions can be 3. Attitude analysis of all price units, types,
drawn: facilities and environmental suitability is
1. In general, the assessment of the positive. Meanwhile the location is
strength of consumer confidence in negative.
Sehaty Residence housing products, it
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