PERANCANGAN USULAN KONSEP AREA KOMERSIAL MILIK PT PARAMOUNT ENTERPRISE INTERNATIONAL MENGGUNAKAN METODE CHOICE BASED CONJOINT

• Main Author: Cesaryan Utama, Kevin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85726
• Institution: Institut Teknologi Bandung

PT Paramount Enterprise International (PT PEI) is a property development company. The sales of PT PEI's commercial properties have stagnated, prompting the company to plan a new commercial area called XYZ as an open space shopping center targeting the younger generation. This initiative aims to create an attractive area and boost sales in the region. The unclear concept of the XYZ commercial area and inadequate market research methods are problems that need to be addressed. Therefore, the objective of this research is to determine the attributes and attribute levels, as well as the optimal concept design for the XYZ commercial area based on the preferences of the target market. A qualitative approach using the focus group discussion (FGD) method was conducted to determine the attributes and attribute levels. A quantitative approach using the choice based conjoint method was used to determine the optimal concept design. The choice based conjoint experiment was conducted by distributing an online questionnaire to the target sample. The questionnaire data was processed to produce partworth (utility) values for each attribute level and importance values for each attribute. Based on the partworth values, the most optimal profile or alternative concept can be identified and considered in the design of the XYZ commercial area. The optimal concept description for the XYZ commercial area, based on the research results, includes food stores dominated by snacks, entertainment stores dominated by games, clothing stores dominated by branded clothes, a composition of stores dominated by entertainment stores, modern-minimalist-industrial architectural style, and parking areas surrounding the buildings. The research also produced a simple prototype of the XYZ commercial area concept.