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All Journal Profit: Jurnal Manajemen, Bisnis dan Akuntansi
Listya Putri Nurina
Universitas 17 Agustus 1945 Semarang
Economics, Econometrics & Finance

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Analisis Digital Marketing, Kepercayaan Konsumen, dan Brand Image dalam Meningkatkan Minat Beli Hunian Vertikal: Studi pada The Alton Residence Semarang Listya Putri Nurina; Aris Mardiyono; Joko Riyanto; Imam Gozali
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 5 No. 4 (2026): November: Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v5i4.5349

Abstract

This study investigates the influence of digital marketing, consumer trust, and brand image on purchase intention for The Alton Residence apartments in Semarang. Market data indicate a significant increase in demand (+50.76%) accompanied by a decline in supply (−3.28%), creating intense market competition that requires more adaptive and effective marketing strategies. Grounded in the Theory of Planned Behavior (TPB), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Technology Readiness framework, this research examines consumer trust as a mediating variable and brand image as a moderating variable. Primary data were collected through a five-point Likert scale questionnaire distributed to 100 prospective consumers and analyzed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) with JASP software. The findings reveal that excessive digital marketing negatively influences brand image, whereas consumer trust significantly enhances brand image, which subsequently has a positive and significant effect on purchase intention. Furthermore, consumer trust indirectly strengthens purchase intention through an improved brand image. These findings emphasize the importance of integrating effective digital marketing strategies, fostering consumer trust, and maintaining a strong brand image to increase purchase intention and strengthen competitiveness in the residential property market.
Co-Authors Aris Mardiyono Imam Gozali Joko Riyanto