18 being sold, as well as the quality of workmanship just not as detailed as the type
of consumer from the upper middle class. In the other hand, for the type of upper middle class consumers, in general,
will pay close attention to spatial design and style or design style of the property being sold, plus the location factor. Quality of workmanship of the properties sold
also become a major concern because they do not want after purchasing and product losses handover should renovate repeated because good workmanship
during the construction period. And they did not hesitate to be submitted a letter of complaint to the developer. The upper middle class consumers subdivided into
two segments, namely those who love modern style minimalist and classic design style Europe. For Serpong PT Karya Cemerlang is currently focusing on
minimalist modern design with the main goal in the early stages of development is the consumer middle class, because it is quickly sold so as to accelerate the return
of capital and profit targets that have been targeted. According to Wong and Gideon, in
feng shui
, the shape of the building or the exterior of the building affects the strength of
qi
to enter into a building. If the building was built without the consideration of the rules of
feng shui
, the negative
qi
will go into the building and its occupants get misfortune, loss in business, and even death mortality.
2.4.2 Price
Price is the sum of money which a person should sacrifice in order to exchange with goods or services Business Dictionary, 2011. It is one of the
exchange tools that people use to purchase goods and service Dempsey, 1935.
19 Products are usually sold at different prices depend on what the value that is
offered to the buyer Entrepreneur Encyclopedia, 2011. If the value of the product is higher, the price of the product will be higher too. Based on the law of
demand, price will be decreased when the demand is increasing, on the other side price will be getting higher when the demand is decreasing Taussig, 2011. In
contrast with the law of demand, according to the law of supply, the price is lower when the demand is decreasing and the price will be higher if the demand is
getting higher Taussig, 2011. In this research, law of supply is much more applicable. The author wants to analyze the impact of marketing startegy that
influences the purchase intention of house contains superstitious beliefs. Mostly, people are not willing to purchase for example, tusuk sate house because they
believe that if they stay in the tusuk sate house, their prosperity and luck will bounce back from them as the road that is facing directly toward the main gate
signs the bad luck from outside can go easily into the house. Such superstitious belief is more likely hard to leave. People who own the belief will always consider
each of their action; whatever they do and act, their mind will always relate it to the superstitious belief because conscious and unconsciously the belief has
already been implemented. Marketing strategy applied in this case is the advantage that the customer
can get more to the price offered by the property or Real Estate Company. The author wants to investigate even though houses that has its negative superstitious
belief for people, if there is economic benefits play in it, which is cheaper price,
20 whether or not people will still prefer houses that contains negative superstitious
beliefs rather than the normal house with more expensive price. House prices in Yogyakarta and its surrounding vary depends on the size
and the land of the house. Location and price are the two factors that people usually consider before they purchase the property, especially house. This fact is
also stated by PT. Serpong Karya Cemerlang that strategic location really plays a role in people‟s purchasing behavior. The price of the land is also depending on
the location. This statement can be stated based on the below table. Table 2.1: Land Price in Yogyakarta per m2
– per September 2014 No. Yogyakarta
District Location
Price in Rupiah 1
Bantul Bambanglipuro, Banguntapan, Bantul,
Dlingo, Imogiri,
Jetis, Kasihan,
Kretek, Pajangan, Pandak, Piyungan, Pleret, Pundong, Sanden, Sedayu,
Sewon, Srandakan 500,000
– 10,000,000
2 Sleman
Berbah, Cangkringan,
Depok, Gamping, Godean, Kalasan, Minggir,
Mlati, Moyudan, Ngaglik, Ngemplak, Pakem, Prambanan, Seyegan, Sleman,
Tempel, Turi 250,000
– 23,000,000
3 Yogyakarta
Danurejan, Gedongtengen,
Gondokusuman, Gondomanan, Jetis, Kotagede,
Kraton, Mantrijeron,
Mergangsan, Ngampilan, Pakualaman, Tegalrejo, Umbulharjo, Wirobrajan
900,000 –
22,000,000
4 Kulon Progo
Galur, Girimulyo,
Kalibawang, Kokap, Lendah, Nanggulan, Panjatan,
Pengasih, Samigaluh, Sentolo, Temon, Wates
300,000 – 1,700,000
5 Gunung Kidul Gedangsari, Girisubo, Karangmojo,
Ngawen, Nglipar, Paliyan, Panggang, Patuk, Playen, Ponjong, Purwosari,
Rongkop, Saptosari, Semanu, Semin, Tanjungsari, Tepus, Wonosari
165,000 – 300,000
Source: rumah123.com
21
2.4.3 Promotion
