ANALYSIS OF THE EFFECT OF CORPORATE REPUTATION, PRODUCT QUALITY, AND RESIDENTIAL AREA FACILITIES ON CUSTOMER PURCHASE INTENTION THROUGH CUSTOMER PERCEPTION AT KAHURIPAN NIRWANA

Abstract

Increasing competition in the property industry requires developers to establish a strong corporate reputation, provide high-quality products, and offer adequate residential facilities to create positive customer perceptions and enhance purchase intention. This study aims to analyze the influence of corporate reputation, product quality, and residential area facilities on customers' purchase intention through customer perception at Kahuripan Nirwana. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers and prospective customers of Kahuripan Nirwana selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that corporate reputation, product quality, and residential area facilities have a positive and significant effect on customer perception. Furthermore, corporate reputation, residential area facilities, and customer perception have a positive and significant effect on customers' purchase intention, whereas product quality does not have a significant direct effect on purchase intention. Customer perception mediates the relationship between corporate reputation and purchase intention as well as between product quality and purchase intention. However, customer perception does not mediate the relationship between residential area facilities and purchase intention. The findings reveal that corporate reputation is the most dominant factor influencing customers' purchase intention, while product quality contributes indirectly through the formation of positive customer perception. Therefore, property developers should strengthen their corporate reputation, maintain product quality, and continuously improve residential area facilities as strategic efforts to increase customers' purchase intention.