Green Spaces as a Marketing Strategy: Attracting Millennial Homebuyers in Jabodetabek^s Landed Housing Developments
Melani Quintania, Anto Sudaryanto

Department of Management, Faculty of Economic, Darma Persada University, Jakarta, Indonesia.
Doctor of Architecture Program, Faculty of Civil Engineering and Planning, Trisakti University, Jakarta, Indonesia.

Abstract

The increasing environmental awareness among millennials has shifted their homebuying preferences toward developments that offer sustainable living features, including green open spaces. This study explores how green spaces are strategically utilized by developers in Jabodetabek to attract millennial homebuyers to landed housing projects. Employing a mixed-methods approach, the research combines quantitative perception survey based on a scale of 1 to 5 using SEM analysis, then combined with qualitative interviews involving developers and millennial consumers. The findings reveal that the presence of well-integrated green spaces significantly enhances purchase intention among millennials. Moreover, green space features serve not only as environmental amenities but also as powerful marketing tools that align with the values of regenerative, livable built environments. The study proposes a strategic framework for developers to effectively leverage green spaces in marketing campaigns, thus contributing to more sustainable urban growth.

Keywords: green spaces, marketing strategy, millennial homebuyers, landed housing, Jabodetabek, regenerative built environment

Topic: Various Dimension of Livable Space