Brand Image, Perceived Value, and Purchase Decision of Sustainable Housing: A Partial Mediation Analysis

                2026-11-15
              

Published

                95-106
              

Pages

OPEN

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Muhlison Fatowi

Master of Management Study Program, Faculty of Economics and Business, Universitas Dr. Soetomo, Surabaya, Indonesia

Sukesi Sukesi

Master of Management Study Program, Faculty of Economics and Business, Universitas Dr. Soetomo, Surabaya, Indonesia

Abstract

Purpose: This study examines the direct effect of brand image on sustainable housing purchase decisions and the mediating role of perceived value at Grand City Pasuruan, Indonesia.
Research Methodology: A quantitative cross-sectional survey was conducted involving 120 buyers and prospective buyers selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 and 5,000 bootstrap subsamples.
Results: Brand image positively influences purchase decisions (β=0.321; p=0.004) and perceived value (β=0.331; p<0.001). Perceived value significantly affects purchase decisions (β=0.400; p<0.001). The indirect effect is significant (β=0.132; p=0.007), with a Variance Accounted For (VAF) of 29.2%, confirming partial mediation.
Conclusions: Brand image influences sustainable housing purchase decisions both directly and indirectly through perceived value, highlighting the importance of developer reputation and consumer value assessments.
Limitations: The single-project, single-city, cross-sectional design limits the generalizability of the findings.
Contributions: Theoretically, this study integrates brand equity theory and the Theory of Planned Behavior by demonstrating perceived value as a partial mediating mechanism in sustainable housing purchase decisions. Practically, it encourages developers to strengthen brand credibility, construction quality, and environmental positioning to improve purchasing decisions.

Brand Image Partial Mediation Perceived Value Purchase Decision Sustainable Housing

How to Cite

Fatowi, M., & Sukesi, S. (2026). Brand Image, Perceived Value, and Purchase Decision of Sustainable Housing: A Partial Mediation Analysis. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 6(2), 95-106. https://doi.org/10.52909/jbemk.v6i2.449

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