Analysis of Consumer Perceptions of Homeowners Based on Transit Oriented Development: Metropolitan Land Cibitung

The convergence of social, economic, transportation and industrial sectors has driven growth in the Jabodetabek region. Urbanization has become a common phenomenon and is increasing every year. The demand of houses will also increase. Metropolitan Land Cibitung housing is unable to effectively utilize the opportunity in these conditions. Sales performance is still out of competition. In order to create marketing strategies, it is vital to track how consumers perception this type of dwelling. The research employed proportional random sampling to collect primary data from 100 consumers via a questionnaire. Double linear regression analysis is the analytical technique employed. The results of the study showed that home prices for Transit Oriented Development (TOD) and developers have no significant influence on consumer perceptions. Meanwhile, income, accessibility, facilities and buildings have a significant impact. This implies that consumer perception is more attached to the measurement of the utility it receives. The policy implications of this study are for both private and government developers to more freely offer value-added and benefits from housing for maximizing utilities, while also providing public services by monitoring capacity-building, conducting regular assessments of their products, and implementing marketing plans that will help them project a positive image.