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All Journal Score: Jurnal Lentera Manajemen Pemasaran Women, Education, and Social Welfare
Trian Hermawan
Institut Informatika dan Bisnis Darmajaya
Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Human-Centered Digital Housing Information and Transaction-Stage Purchase Decisions in Government-Subsidized Housing: Evidence from Lampung, Indonesia Trian Hermawan; Novita Sari; Anggalia Wibasuri
Women, Education, and Social Welfare Vol. 3 No. 2 (2026): April - June 2026 | Women, Education, and Social Welfare
Publisher : WISE Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70211/wesw.v3i2.632

Abstract

This study aims to examine the association between human-centered digital marketing strategy and transaction-stage purchase decisions for government-subsidized housing in Lampung, Indonesia. A cross-sectional quantitative survey involved 100 purposively selected adults who had been exposed to housing information through digital channels and had reached a formal transaction stage, namely a subsidized mortgage application, booking-fee or down-payment payment, or completed purchase. A 40-item questionnaire measured perceived digital marketing strategy and consumer purchase decision. Item-total correlations supported item screening, and internal consistency was high for digital marketing strategy (α = 0.942) and purchase decision (α = 0.936). Regression assumptions were met. Digital marketing strategy was positively associated with purchase decision (B = 0.869, β = 0.968, t = 38.406, p < 0.001), and the model accounted for 93.8% of score variance (R² = 0.938). The findings position digital housing communication as a human-centered welfare service when it improves information clarity, credibility, responsiveness, and access across platforms. Because the data were cross-sectional, self-reported, and purposively sampled, the result is associational rather than causal.
Evolusi Model Pemasaran Perumahan Global: Dari Agen Konvensional menuju Ekosistem Platform Digital Trian Hermawan; Santi Septian
Score: Jurnal Lentera Manajemen Pemasaran Vol. 3 No. 02 (2025): November 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v3i02.1095

Abstract

Transformasi digital telah mendorong perubahan struktural dalam pemasaran perumahan global, ditandai oleh pergeseran dari model pemasaran berbasis agen konvensional menuju ekosistem pemasaran berbasis platform digital dan model hibrida. Namun, literatur akademik mengenai pemasaran real estate masih terfragmentasi, dengan dominasi kajian valuasi dan harga dibandingkan kajian model pemasaran. Artikel ini bertujuan untuk menganalisis evolusi model pemasaran perumahan secara komprehensif melalui integrasi narrative literature review berbasis teori dan analisis bibliometrik deskriptif berbasis data Scopus periode 2020–2025 (n = 1.287 artikel). Hasil analisis menunjukkan bahwa riset perumahan global dalam lima tahun terakhir didominasi oleh tema harga, keterjangkauan, dan kebijakan, sementara kajian eksplisit tentang pemasaran, agen, dan platform digital masih bersifat marginal. Melalui sintesis tematik dan pemetaan empiris, artikel ini mengusulkan tipologi evolusi model pemasaran perumahan agent-based, platform-based, dan hybrid ecosystem marketing serta menegaskan reposisi agen properti dalam ekonomi platform digital. Temuan ini berkontribusi pada pengembangan kerangka konseptual pemasaran jasa, ekonomi platform, dan kajian PropTech dalam konteks perumahan, serta memberikan implikasi strategis bagi pengembang, agen, dan pembuat kebijakan di negara berkembang.
Co-Authors anggalia wibasuri Novita Sari Santi Septian