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

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.