Ramadhani, Viola Malta (2018) Preferensi Berdasarkan Gaya Hidup Generasi Z sebagai Future Market Properti Hunian. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Dalam penentuan preferensi konsumen, gaya hidup (lifestyle) dapat diajukan sebagai variabel perantara antara penerjemahan karakteristik sosio-demografi. Gaya hidup merupakan pola karakteristik perilaku individu dan sosial seseorang atau kelompok, biasanya akan menjadi kekhasan atau eksentrisitas. Salah satu pengelompokan gaya hidup masyarakat yang paling sering dilakukan yakni berdasarkan angkatan tahun kelahiran (generasi). ‘Common sense’ tiap generasi berdampak pula pada preferensi umum mereka terhadap hunian. Generasi z sebagai future market properti hunian memiliki karakteristik perilaku dan kepribadian yang berbeda dengan generasi sebelumnya.
Tujuan dari penelitian ini yakni untuk merumuskan karakteristik arsitektur hunian yang sesuai dengan preferensi generasi z. Untuk merumuskan hal tesebut, sebelumnya perlu diketahui preferensi generasi z sebagai future market properti hunian. Penelitian ini menggunakan metode sorting dan kuisioner dengan skala likert yang kemudian akan dianalisis kuantitatif deskriptif. Untuk menemukan korelasi antar variabel, dilakukan analisis kuantitatif inferensial melalui uji tabulasi silang (cross tabulasi) / chi square antara variabel “gaya hidup generasi z yang mempengaruhi dalam memilih hunian” dengan variabel “jenis hunian yang cocok dikembangkan di masa mendatang”. Hasil dari penelitian ini menyatakan adanya korelasi antara variabel tersebut.
Berdasarkan preferensi generasi z dalam penelitian ini, jenis hunian yang cocok dikembangkan di masa depan yakni hunian yang terlihat seperti rumah yang umum dikenali dan ditemui dalam keseharian responden saat ini. Dari kriteria yang telah dirumuskan, dapat dilihat bahwa responden generasi z tersebut merupakan tipikal plain joes jika dilihat dalam klasifikasi segmentasi pasar berdasarkan psikografi. Responden cenderung memilih barang-barang yang biasa, tidak mencolok mata, tetapi dapat memenuhi kebutuhan. Preferensi responden terhadap jenis hunian yang cocok dikembangkan di masa mendatang memiliki korelasi dengan jenis kelamin responden dan pendapatan orang tua responden.
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In the determination of consumer preference, lifestyle can be proposed as an intermediate variable for the interpretation of socio-demographic characteristics. Lifestyle is a characteristic pattern of individual and social behavior of a person or a group. It will usually be a uniqueness or an eccentricity. One of the most common lifestyle grouping is based on the year of birth (generation). The 'common sense' of each generation has an impact on their general preference for house. Z-generation, as the future market of residential property, have different characteristics of behavior and personality from previous generation.
The purpose of this study is to formulate the characteristics of residential architecture in accordance with Z-generation’s preference. To formulate it, Z-generation’s preference needs to be observed beforehand. This research used sorting and questionnaire methods with likert scale. Then, they were analyzed by using quantitative descriptive analysis. To find the correlation between variables, an inferential quantitative analysis was conducted with cross tabulation / chi-square test between two variables: "Z-generation’s lifestyle influencing in choosing house" and "suitable type of house developed in the future" variables. The results of this study revealed that there was a correlation between these two variables.
Based on the z-generation preference in this study, the suitable types of house is developed in the future was residential that looks like a house that is easily found in everyday life. From the criteria that have been formulated, it can be seen that the classification of respondents market segmentation based on psychograph is a ‘plain joes’. Respondents tend to choose ordinary and unobtrusive goods, but it can fulfill their needs. Respondents' preferences for suitable type of house developed in the future had a correlation with their genders and parents’ income.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Future market, generasi z, preferensi konsumen, properti hunian |
| Subjects: | N Fine Arts > NA Architecture N Fine Arts > NA Architecture > NA7115 Domestic architecture. Houses. Dwellings |
| Divisions: | Faculty of Architecture, Design, and Planning > Architecture > 23101-(S2) Master Thesis |
| Depositing User: | Viola Malta Ramadhani |
| Date Deposited: | 28 Jun 2021 02:53 |
| Last Modified: | 28 Jun 2021 02:53 |
| URI: | http://repository.its.ac.id/id/eprint/55446 |
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