The Influence of Digital Marketing, Location, and Electronic Word of Mouth on Subsidized Housing Purchase Decisions in Deli Serdang Regency
Keywords:
digital marketing, location, electronic word of mouth, purchase decision, subsidized housingAbstract
Introduction/Main Objectives: This study aims to analyze the influence of digital marketing, location, and electronic word of mouth (eWOM) on purchasing decisions for subsidized housing in Deli Serdang Regency.
Background Problems: Although subsidized housing plays an important role in providing affordable housing for low-income communities in Indonesia, consumer purchasing decisions are influenced not only by price and mortgage schemes but also by access to information, perceived location advantages, and recommendations from other consumers through digital media. A comprehensive understanding of how these factors collectively influence purchase decisions remains necessary.
Research Methods: This research employs a quantitative approach using multiple linear regression analysis. The population consists of consumers and potential buyers of subsidized housing in Deli Serdang Regency. A total of 51 respondents were selected using proportional random sampling. Data were collected through questionnaires distributed online using a Likert scale.
Finding/Results: Digital marketing, location, and electronic word of mouth have a positive and significant influence on purchasing decisions, both partially and simultaneously. Among the three variables, location has the most dominant influence on purchasing decisions.
Conclusion: These findings suggest that housing developers need to optimize digital marketing strategies, ensure strategic housing locations, and maintain positive online consumer reviews in order to increase consumer trust and purchasing decisions.
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