Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)

The Effect of Green Purchase Behavior and Housing Environment Preferences on Property Pricing Strategies

Authors
Ade Dikdik Isnandar, Pupung Purnamasari, Nugraha Saefudin
Corresponding Author
Pupung Purnamasari
Available Online March 2019.
DOI
10.2991/sores-18.2019.53How to use a DOI?
Keywords
green purchase behavior; housing environment preferences; pricing strategy
Abstract

This research aims to examine the effect of green purchase behavior and housing environment preference on property pricing strategies. The type of research used in this study is verificative explanation research with the research method used is explanatory survey. The unit of analysis in this study is the property industry in West Java. The population in this study is 506 companies, samples taken for each city / district. West Java Province consists of 27 districts / cities, so there are 27 samples. PLS is used as a statistical test tool to test hypotheses. The results of this study indicate that the pricing strategy is influenced by green purchase behavior and the housing environment preference, where the dominant contribution is obtained from the housing environment rather than the contribution of green purchase behavior. The findings have implications for the management of residential property developers that the property pricing strategy must consider aspects of the housing environment preference and green purchase behavior. The strategy of determining property prices is mainly formulated by considering the aspects of community social capital, community facilities and mobility, accompanied by an understanding of Subjective norms, confidence in GPs, convenience levels, knowledge of GPs, and important of prices.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2019
ISBN
10.2991/sores-18.2019.53
ISSN
2352-5398
DOI
10.2991/sores-18.2019.53How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Ade Dikdik Isnandar
AU  - Pupung Purnamasari
AU  - Nugraha Saefudin
PY  - 2019/03
DA  - 2019/03
TI  - The Effect of Green Purchase Behavior and Housing Environment Preferences on Property Pricing Strategies
BT  - Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)
PB  - Atlantis Press
SP  - 222
EP  - 228
SN  - 2352-5398
UR  - https://doi.org/10.2991/sores-18.2019.53
DO  - 10.2991/sores-18.2019.53
ID  - Isnandar2019/03
ER  -