Preferensi konsumen dalam membeli rumah tipe menengah sederhana di kota Bandung
FAJRIA, DINI LESTARI, Dra. Wahyu Widayati, M.Ec
This study aims to get the best house attribute combination which become main preference for consumer's in purchasing simple middle typed house and analyze differences within consumer's preference on it in different levels of income. Attributes used in this study are price, house type, and location; whereas categories of consumer's demography include gender, age, occupation, children, education, and income.
Analysis instrument used is conjoint analysis, using SPSS is used to get the best house attribute combination which become main preference for consumer's in purchasing simple middle typed house, and Kruskal-Wallis test is used to analyze differences within consumer's preference on purchasing simple middle typed house in different levels of income.
Using conjoint analysis, the result suggested that the best house attribute combination consumer's preferences is at the price less than Rp150.000.000, house type 21 s.d 36, location near shopping center. For consumer's with income less than Rp2.000.000 the result suggested that the best house combination consumer's preferences is at the price less than Rp150.000.000, house type 21 s.d 36, location near shopping center. For consumers with income level between Rp2.000.000 up to Rp5.000.000, the result suggested that the best house combination consumer's preferences is at the price less than Rp150.000.000, house type 21 s.d 36, location near shopping center. For consumer's with income above Rp5.000.000 the result suggested that the best house combination consumer's preferences is at the price less than Rp150.000.000, house type above 70, location near school. Kruskall-Wallis test result shown that not found different preferences ranked in purchasing simple middle typed house within different conditions of income's level.
Kata Kunci : consumer's preferences, housing, conjoint
