Architectural Design Aesthetics and Housing Purchase Intention: The Mediating Role of Consumer Perceived Value among First-Home Buyers

Villa Della Rose; Berto Mulia Wibawa

doi:10.55606/jimas.v5i3.2829

Authors

Villa Della Rose Institut Teknologi Sepuluh Nopember
Berto Mulia Wibawa Institut Teknologi Sepuluh Nopember

DOI:

https://doi.org/10.55606/jimas.v5i3.2829

Keywords:

Architectural Design Aesthetics, Consumer Perceived Value, First-Home Buyers, Housing Purchase Intention

Abstract

The development of the property industry indicates that architectural design aesthetics have become an important factor influencing consumer perceptions and housing purchase intention. This study aims to examine the effect of architectural design aesthetics on housing purchase intention and investigate the mediating role of consumer perceived value among first-home buyers. A mixed methods approach with a sequential explanatory design was employed. The quantitative phase involved 230 prospective first-home buyers in Surabaya, Indonesia, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The qualitative phase was conducted through semi-structured interviews with five expert participants to enrich the interpretation of quantitative findings. The results demonstrate that architectural design aesthetics positively and significantly influence consumer perceived value and housing purchase intention. Consumer perceived value significantly mediates the relationship between architectural design aesthetics and housing purchase intention. The qualitative findings further reveal that façade quality, visual harmony, spatial arrangement, and housing identity contribute to consumers’ perceptions of quality and value. This study highlights the importance of integrating architectural aesthetics into housing development strategies to create value and enhance market attractiveness among first-home buyers.

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