Konsep City Marketing dalam Pengembangan Permukiman di Kawasan Pinggiran Kota Pekanbaru: The City Marketing Concept in Residential Development in the Suburban of Pekanbaru City

febby asteriani

doi:10.25299/saintis.2023.vol23(02).10994

Authors

febby asteriani UIR

DOI:

https://doi.org/10.25299/saintis.2023.vol23(02).10994

Keywords:

Permukiman, Pinggiran kota, City marketing

Abstract

[ID] Semakin meningkatnya kebutuhan masyarakat terhadap hunian, dan minimnya ketersediaan lahan mengakibatkan pembangunan perumahan semakin bergeser ke arah pinggiran kota. Dalam mewujudkan pemerataan pembangunan permukiman diperlukan beberapa strategi untuk menarik masyarakat agar berminat membeli suatu hunian yang berada dipinggiran kota, dikarenakan masyarakat menyukai tinggal dipusat kota dengan berbagai fasilitas yang lengkap. Luas Kecamatan Tampan dan Kecamatan Payung Sekaki merupakan dua kecamatan yang cukup luas di Pekanbaru ,yang banyak perumahan dibangun di daerah pinggiran kotanya. Tujuan dari penelitian ini adalah untuk mengetahui konsep city marketing dalam pengembangan permukiman kawasan pinggiran kota di Pekanbaru. Penelitian ini menggunakan metode kombinasi dengan melakukan observasi lapangan dan kuisioner terhadap 156 responden. Adapun hasil penelitian ini menunjukkan bahwa konsep city marketing dalam pengembangan permukiman kawasan pinggiran kota perlu memperhatikan variabel yang paling berpengaruh. Variabelnya adalah : Penduduk 83%, Daya Tarik 82%,Iinfrastruktur 73, Citra Kawasan 70%. Strategi yang perlu dilakukan adalah membangun perumahan yang disesuaikan dengan perekonomian masyarakat, menyediakan fasilitas umum maupun fasilitas khusus disekitar kawasan perumahan, meningkatkan kenyamanan dan keamanan lingkungan permukiman,menyediakan aksesibilitas transportasi umum yang mudah terjangkau dan memberikan keringanan dalam pembayaran kepada masyarakai baik pembayaran secara cash/kredit.

[EN] The increasing needs of the community for housing and the lack of availability of land has made housing development increasingly shifthing towards to the suburban area. In realizing equitable settlement development, several strategies are needed to attrack people to be interested in buying a residence on the suburban area, because people like to live in the city core with complete facilities. Tampan dan Payung Sekaki are two largest subdistrict in Pekanbaru city, which many housing estate have been built in their suburbs. The purpose in this study is to determine the concept of city marketing in the development of suburban settlement in Pekanbaru. This study used mix method by conducting field observations and quitionaires to community respondents. The result of this study indicate that the concept of city marketing in the development of suburban settlements needs to pay attention to the most influential 4 variables, the variables are : Population 83%, Attraction 82%, Infrastructure 73%, Regional Image 70%. The strategy that needs to be concern is to buold housing that is adapted to the community’s economy, provide public facilities and special facilities around residential areas, increase the convenience and safety of residential areas, provide accessable public transportation and provide easy payments to the public, both cash and credit.

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