Adhiimah, Syafa'ah (2022) Preferensi Desain Co-living Bagi Generasi Milenial Dalam Tren Rental Housing Di Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Generasi milenial merupakan generasi dengan umur produktif untuk bekerja dan
memulai kemandirian dalam memilih hunian. Co-living merupakan tren hunian sewa yang
dapat menjadi solusi bagi milenial, karena menawarkan konsep sharing economy dan
kolaboratif yang sesuai dengan karakter dan gaya hidup milenial. Kondisi ini menjadi
peluang baru pada hunian sewa di Surabaya dengan konsep komunal yang belum ada
sebelumnya. Pengembangan konsep co-living yang belum populer di Surabaya ini
memerlukan peningkatan awareness dan preferensi generasi milenial sebagai target pasar
dari konsep hunian ini.
Penelitian ini bertujuan untuk mengetahui preferensi co-living yang ideal bagi
generasi milenial di Surabaya, mencari alternatif elemen hunian yang dapat mengatasi
kekurangan co-living, menemukan desain yang tanggap covid-19, serta menentukan
strategi pemasaran yang tepat. Penelitian ini termasuk paradigma post-positivisme dan
menggunakan strategi penelitian campuran kuantitatif kualitatif, pengumpulan data dengan
literatur review, kuesioner, dan wawancara yang kemudian dianalisa dengan statistik
deskriptif dan inferensial serta secara korelasi dan tabulasi silang untuk mengetahui
hubungan linear antara preferensi co-living yang diinginkan dengan mempertimbangkan
gaya hidup milenial. Juga dibantu dengan analisis SWOT untuk membantu menentukan
strategi promosi co-living di Surabaya. Teori yang digunakan antara lain teori preferensi
hunian komunal, estetika dalam desain area komunal, generasi milenial, teori teritorialitas
berfokus pada privasi dan keamanan, serta teori yang berkaitan dengan pemasaran real
estate.
Hasil yang dicapai adalah identifikasi preferensi desain yang sesuai karakter dan
gaya hidup milenial, pengaturan jarak dan kapasitas, serta implementasi desain tanggap
covid-19 sebagai materi strategi pemasaran co-living. Strategi pemasarannya yang tepat
yaitu secara online dengan mengoptimalisasikan sosial media, SEM, dan content
marketing.
Kata kunci: preferensi, co-living, gaya hidup, generasi milenial.
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The millennial generation is a generation that has reached a productive age when they can
begin working and exercising their right to choose their own dwelling. Co-living is a trend
in rental housing that may be a good fit for millennials, since it promotes a sharing economy
and collaborative approach that fits their personality and lifestyle. This scenario creates a
new type of rental accommodation in Surabaya, one that has never existed before. The
growth of the co-living idea, which is not yet popular in Surabaya, will need raising the
millennial generation's knowledge and preferences for this residential model.
The purpose of this study is to ascertain the ideal co-living desire of the millennial
generation in Surabaya, to identify alternative residential aspects that might compensate
for the lack of co-living, to identify COVID-19-compliant designs, and to define the
optimal marketing approach. This study incorporates a post-positivist paradigm and
employs a mixed quantitative-qualitative research strategy, collecting data through
literature reviews, questionnaires, and interviews and analyzing them using descriptive and
inferential statistics, as well as correlation and cross tabulation, to determine the linear
relationship between desired co-living preferences. taking the millennial lifestyle into
consideration. Additionally, I contributed with a SWOT analysis to aid in developing a plan
for promoting co-living in Surabaya. The theories cited include the idea of community
occupancy preferences, aesthetics in the design of communal spaces, the millennial
generation, the territoriality theory, which emphasizes privacy and security, and real estate
marketing theories.
The outcomes include the discovery of design preferences based on the characteristics and
lifestyles of millennials, as well as distance and capacity constraints, as well as the
application of COVID-19 responsive designs as marketing collateral for co-living
communities. The most effective marketing plan is to optimize social media, search engine
marketing, and content marketing.
Keywords: preference, co-living, lifestyle, millennial generation
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | preferensi, co-living, gaya hidup, generasi milenial, preference, co-living, lifestyle, millennial generation |
| Subjects: | N Fine Arts > NA Architecture |
| Divisions: | Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Architecture > 23101-(S2) Master Thesis |
| Depositing User: | Syafa'ah Adhiimah |
| Date Deposited: | 10 Feb 2022 06:55 |
| Last Modified: | 31 Oct 2022 01:30 |
| URI: | http://repository.its.ac.id/id/eprint/93356 |
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