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All Journal Jurnal Sains Student Research Business Research and Administration Innovation (BRAIN)
Zulfikar
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Profiling Green Property Consumers: A Demographic Analysis of Purchase Intention for Residential Units with Urban Farming Concepts in Makassar City Zulfikar; Muhammad Novrizal Ramadhan
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.63

Abstract

Although the trend toward environmentally friendly housing (green property) continues to rise, mass marketing strategies often prove ineffective due to highly heterogeneous consumer preferences. This study aims to dissect the demographic characteristics of consumers in Makassar City and analyze how differences in age and educational attainment influence their knowledge, perceptions, attitudes, and purchase intentions regarding housing concepts integrated with urban farming. Utilizing data from 196 respondents, this research applies comparative descriptive analysis and Multi-Group Analysis (MGA) via SEM-PLS. The findings reveal a clear polarization in preferences: the young productive age group (20–29 years old) and highly educated consumers (Bachelor's/Postgraduate degree holders) possess significantly higher ecological literacy and perceived benefits compared to other groups. These results challenge conventional market assumptions and provide actionable insights for property developers to execute precision niche marketing strategies based on demographics in Makassar City.
Integration of Urban Agriculture into Urban Housing Policy: An Analysis of Consumer Behavior, Market Readiness, and Regulatory Transformation Towards a Sustainable Food System in Makassar Zulfikar
JOURNAL SAINS STUDENT RESEARCH Vol. 4 No. 3 (2026): Juni: Jurnal Sains Student Research
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jssr.v4i3.10617

Abstract

Makassar is rapidly evolving as the primary growth center in Eastern Indonesia, facing challenges in agricultural land conversion that threaten food security. This study aims to analyze consumer behavior, market readiness, and regulatory transformation regarding the integration of urban farming (UF) into smart city housing policies. Utilizing a quantitative method with 202 respondents in Makassar, the data were analyzed through Structural Equation Modeling (SEM-PLS). The findings indicate that knowledge does not directly influence purchase intention; instead, it is channeled through the full mediation of consumer perception. Notably, 73.8% of respondents expressed continued high interest in UF-integrated housing despite potential premium pricing. The research recommends the institutionalization of urban farming into private Green Open Space (RTH) standards following Perda RTRW 2024-2043 to realize the sustainable "Sombere and Smart City" vision.
Co-Authors Muhammad Novrizal Ramadhan