Personality, definitely. Looks are important too but that's only a factor in my initial attraction. Personality is what makes me stay in a relationship with someone long-term. Of course I need to be physically attracted to my partner but I also need someone I can click with on a mental and emotional level and personality plays a big role in that.
Looks and piety are almost tied at the top of importance. Next would be personality and education-level. I don't care much about how much money she makes; that's the man's job, after all. I like traditional gender roles.
If we're being real here, looks are pretty damn important, but not just because of the sex factor. A persons look tell an awful lot about who they are as a person. People's clothes, their hairstyle, their hygiene and physical fitness all point to whether or not a person is likely to be worth your time.
That being said, obviously personality is the MOST important thing, but I hear some people say looks don't matter at all and I'm like