ANALISIS GREEN PRODUCT, GREEN PRICE DAN GREEN PLACE TERHADAP CUSTOMER DECISION RUMAH DI GREEN SUKUN IN MALANG

Abstract

The purpose of this research is to analyze the influence of Green Product, Green Price and Green Place on consumer purchasing decisions for houses in Green Sukun Malang. The population of this research is consumers who have bought a house in the Green Sukun housing complex with a sample size of 70 respondents who have bought a house in the Green Sukun housing complex. The data analysis technique in this research uses Partial Least Square (PLS). Based on the results of the analysis and problems of this research, the conclusions are as follows: 1. The better the green product, the better the ability to improve house purchasing decisions in Green Sukun. The higher the green price can increase the decision to purchase a house in Green Sukun. More green places can increase home purchasing decisions in Green Sukun.