Niat Pembelian Apartemen Mahasiswa: Analisis Pengaruh Preferensi Hunian dan Sikap Konsumen pada Segmen Mahasiswa
(Studi Kasus: Apartemen Begawan Malang)
DOI:
https://doi.org/10.55826/jtmit.v5i3.2113Keywords:
Apartemen Mahasiswa, Niat Beli, PLS-SEM, Preferensi Hunian, Theory of Planned BehaviorAbstract
Dinamika pasar properti apartemen mahasiswa Gen-Z di Kota Malang menuntut pemahaman determinan keputusan hunian vertikal. Penelitian ini menganalisis pengaruh Apartment Feature (AF) dan Perceived Risk (PR) terhadap niat beli (Purchase Intention/PI) mahasiswa Begawan Apartment Malang melalui mediasi konstruk Theory of Planned Behavior (TPB): Attitude toward Behavior (ATB), Subjective Norms (SN), dan Perceived Behavioral Control (PBC). Metode PLS-SEM (SmartPLS 4) diterapkan pada 358 mahasiswa aktif melalui purposive sampling dan bootstrapping 5.000 subsampel. Hasil menunjukkan AF berpengaruh positif signifikan terhadap seluruh konstruk TPB (ATB: β = 0,330; SN: β = 0,278; PBC: β = 0,283; p < 0,001), sedangkan PR tidak signifikan karena dukungan keluarga. PBC menjadi prediktor terkuat niat beli (β = 0,454; p < 0,001), diikuti ATB (β = 0,240; p < 0,001), sementara SN tidak signifikan. TPB menjelaskan 52,8% variansi niat beli (R² = 0,528; Q² = 0,349). Mediasi penuh terbukti pada jalur AF → ATB → PI dan AF → PBC → PI. Model memenuhi syarat evaluasi (Cronbach's Alpha 0,842-0,924; CR 0,894-0,937; AVE 0,652-0,774; HTMT < 0,90; SRMR = 0,058). AF merupakan anteseden dominan TPB. Pengembang disarankan memperkuat pemasaran atribut fisik dan pembiayaan yang adaptif.
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