Evaluating customer perceived value of housing based on location factor and economic value

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This study seeks to evaluate customer perceived value in housing in order to increase the construction of housing value from the consumer’s point of view. A total of 240 houseowners in the middle to upper housings in Medan city, Indonesia, participated in this study. The data analysis used in this study is the Partial Least Square (PLS) approach. The results indicate that the perception of consumer value is strongly influenced by the economic value of the housing and the location function of the housing. Housing offered should be able to meet the needs of consumers and has the good mobility and accessibility. The emphasis that needs to be put in encouraging the perception of consumer value is the ability of the product in general, namely housing units in answering the needs of consumers.

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    • Figure 1. Outer loading research model
    • Table 1. Operational variables
    • Table 2. Reliability analysis
    • Table 3. Accessibility construct descriptive statistics
    • Table 4. Mobility construct descriptive statistics
    • Table 5. Facility construct descriptive statistics
    • Table 6. Environment construct descriptive statistics
    • Table 7. Desire construct descriptive statistics
    • Table 8. Utility construct descriptive statistics
    • Table 9. Scarcity construct descriptive statistics
    • Table 10. Transferable construct descriptive statistics
    • Table 11. Product construct descriptive statistics
    • Table 12. Social construct descriptive statistics
    • Table 13. Personal construct descriptive statistics
    • Table 14. Research model validity and reliability
    • Table 15. Fornell-Larcker criterion
    • Table 16. Hypotheses testing