ANALYZING PUBLIC PERCEPTION AND PREFERENCES REGARDING VACANT SHOPHOUSE FACADE IN BATAM CITY

Abstract

City’s image plays an important role in sustainable economic growth, particularly in attracting investors and visitors. In Batam city, issues related to non-operational commercial spaces have become a significant concern, resulting in a negative impact on the city’s image. The facade of these commercial spaces, as the primary visual elements, significantly influences first impressions and the overall city image. The study employed two survey techniques: a primary survey through field observation and analysis of non-operational commercial facades, and a secondary survey using a Google Form based questionnaire. The collected data encompasses public perceptions of vacant shophouses, their impact on the city’s image, and preferences for shophouse facades. The applied analytical method was quantitative description analysis. Collected data were organized, processed, and analyzed to provide a comprehensive overview of patterns and trends in public perceptions and preference. This research aims to provide guidance for property developers, local governments, and other stakeholders in Batam city to restore commercial areas and create a more sustainable business environment. Other than guidance, this research also presents a visualization as a recommendation design that adheres to the guidelines identified in the study, which were applied to the commercial complex area of Batamas Puri Permasi.