Analisis Preferensi Konsumen dalam Membeli Perumahan Nasional Taman Putri Deli Namorambe Medan dengan Metode Konjoin Full-Profile

Abstract

Conjoint analysis is a multivariate analysis technique used to determine the relative importance based on consumer preferences that are owned by a particular product and uses the value that appears on attributes related products. In this study used conjoint analysis to determine what the dominant factors affecting consumer preferences in buying a modest housing in the Taman Putri Deli Namorambe, Medan. The results were obtained sequence of factors/attributes of criteria for housing based on the interests of the most affecting interest respondents is location (21.55%), the price of the house (14.98%), facilities (14.34%), accessibility (13.99%), security (11.20%), payments (10.43%), the environment (6.91%), infrastructure (6.58%). The combination of stimuli most preferred by consumers against perumahanan is housing at prices ≤ Rp.120.000.000,00, system of cash payment/cash, location close to the workplace, flood-free environment, security is not maintained security, availability of playground facilities, easy accessibility reach school, good roads and infrastructure quality.