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ITS » Paper and Presentation » S2 Arsitektur - Perancangan Real Estate
Posted by dee@its.ac.id at 15/12/2014 22:46:36  •  1443 Views


PERANAN URBAN FARMING DALAM MENARIK MINAT BELI KONSUMEN PADA REAL ESTATE PERUMAHAN DI SURABAYA

THE ROLE OF URBAN FARMING FOR ATTRACTING CONSUMER INTEREST TO BUY RESIDENTIAL REAL ESTATE IN SURABAYA

Author :
GHANA, AYU KEMALA ( 3212208015 )




ABSTRAK

Properti ramah lingkungan green property yang diperluas sebagai kawasan hijau memiliki kecenderungan menjadi daya tarik bagi konsumen. Pengembang ditantang untuk memberikan unique selling point yang nyata dalam produk propertinya untuk menarik minat konsumen pada tren hijau ini. Pertanian kota urban farming memiliki potensi tidak hanya hijau tetapi juga produktif. Dengan konsep urban farming konsumen tidak hanya mendapat manfaat hijaunya tetapi juga hunian yang terintegrasi dengan sarana refreshing dalam bentuk wisata pertanian. Peluang inilah yang dapat dijadikan bisnis pengembang sebagai diversifikasi dari konsep green property ditengah persaingan properti hunian. Sedangkan potensi bagi pengembang di Surabaya adalah belum ada perumahan yang mengusung konsep urban farming. Penelitian ini mengidentifikasi ketertarikan konsumen terhadap konsep urban farming jika diterapkan pada real estate perumahan. Menggunakan analisis deskriptif dengan pendekatan kualitatif dari hasil kuesioner kemudian dianalisis menggunakan analisis Crosstab dan Chisquare. Setelah itu di deskripsikan bagaimana karakteristik responden yang tertarik dalam membeli rumah di perumahan yang menerapkan urban farming. Hasil penelitian menunjukkan bahwa jika urban farming diterapkan pada real estate perumahan di Surabaya dapat menarik minat beli konsumen. Potensial respondennya adalah keluarga muda dan konsumen dewasa untuk perumahan kelas menengah ke atas. Konsep urban farming yang paling banyak diinginkan berbentuk kebun buah.


ABSTRACT

Environmental-friendly property known as green property that is expanded to green area has a tendency to appeal consumers. Developers are challenged to provide a real unique selling point in the product properties to attract customers on this green trend. Urban farming has the potential not only to be green but also productive. Urban farming does not only benefit the consumers with the green concept but also creates a green residential that is integrated with refreshing facility in the form of farming tourism. This concept can be used as a business opportunity for the developers to create diversified concept of green property in the middle of high competition in the residential real estate. Meanwhile there isnt any developers in Surabaya that use the concept of urban farming. This study identified consumer interests toward the concept of urban farming to be applied in residential real estate. This study used descriptive analysis with a qualitative approach from questioner then Chi-square analysis and Crosstab analysis are used. After that this study also described about the characteristics of the respondents who were interested in buying houses in urban farming residential. The results showed that if urban farming is applied in residential real estate in Surabaya it was indeed attracting consumers to buy. The most potential market were young families and adult consumers that were attracted to upper middle class housing. The most desirable urban farming concept is orchard.



Keywordsurban farming; green marketing; green property; minat beli konsumen; Surabaya
 
Subject:  Pemukiman penduduk
Contributor
  1. Ir. Ispurwono Soemarno, M. Arch., Ph. D
  2. Christiono Utomo, ST., MT., Ph. D
Date Create: 03/02/2014
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-paper-32121140006150
Collection ID: 32121140006150
Call Number: RTA 363.5 Gha p


Source
Paper and Presentation of Architecture, RTA 363.5 Gha p, 2014

Coverage
ITS Community

Rights
Copyright @2014 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




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ITS-paper-32121140006150-34767.pdf




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