POLA ATRIBUT YANG MEMPENGARUHI PREFERENSI KONSUMEN DALAM MEMBELI RUMAH TIPE MENENGAH DI KECAMATAN TEMBALANG, KOTA SEMARANG TAHUN 2012

The growth of housing in the subdistrict of Tembalang, city of Semarang has experienced a rapid development. In Tembalang, it seemed to be overpopulated and then it effected to a high level of shortage of houses. Data showed that the housing project addressed to the shortage of houses in Tembalang in 2019 was amounted to 26,131 units. The developers of the city of Semarang were more likely to develop houses of intermediate and exclusive types. A decision to buy a house was greatly influenced by the owned attributes of the house. The attribute preferred by the customers of middle type was differrent in each individu. Therefore, it needed to conduct a research on the path of attributes that influenced to the preferences of the customers in buying a house of intermediate type in subdistrict of Tembalang, city of Semarang in 2012. This study aimed to determine the priority order of attributes combination favoured by the customers. The used attributes were accessibility, security, road type, form of facility, and type of house. The used data in this study was primary data obtained from the questionnaires that were distributed to the customers who have purchased homes in the subdistrict of Tembalang in 2012. As an analysis tool, it used the analysis of conjoint. This study used the SPPS program to obtain obtain the data of the most preferred and unpreferred attributes combinations by the customers. Using the conjoint analysis, this study found that the priority attribute used in the preference of customers was the facilities. The next attributes were accessibility, road type, security, and type of house. The combination of the most preferred attributes were attention to the fluency of transportation, not giving attention to the security guards, easy access to the main road, having facilities for praying, and having the type up to 70