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All Journal Enrichment: Journal of Multidisciplinary Research and Development
Sani Sumirat
Universitas Mercu Buana
Humanities Economics, Econometrics & Finance Engineering Health Professions Social Sciences

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Analysis of the Influence of Location, Promotion, and Price Perception on Interest in Buying Subsidized Houses with Green Awareness Mediation Sani Sumirat; Afriapollo Syafarudin
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 6 (2026): Enrichment: Journal of Multidisciplinary Research and Development (Issue in Pro
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i6.779

Abstract

This study aims to analyze the influence of location, promotion, and price perception on the interest in buying subsidized houses with green awareness as a mediating variable. This research is motivated by the high public need for subsidized housing in the midst of limited purchasing power and various problems related to environmental quality, accessibility, and housing facilities. The research uses a quantitative approach with a causal design. The research population is people who are interested in buying subsidized houses in Medan City and Deli Serdang Regency. Primary data was collected through a Likert scale questionnaire to 153 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study showed that location and promotion did not have a positive and significant effect on interest in buying subsidized houses. On the contrary, price perception and green awareness had a positive and significant effect on buying interest. Location and promotion have a positive and significant effect on green awareness, while price perception does not have a positive and significant effect on green awareness. In testing indirect influences, green awareness does not mediate the influence of location and price perception on buying interest, but has been proven to mediate positively and significantly the influence of promotion on interest in buying subsidized houses. The results of the study show that price perception and green awareness are important factors in increasing interest in buying subsidized houses. Therefore, developers need to increase the effectiveness of promotions and integrate sustainability and environmental aspects in marketing communication.
Co-Authors Afriapollo Syafarudin