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Dahmiri
Universitas Jambi
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Transportation Other

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WHAT DRIVES LOYALTY IN THE DIGITAL HOUSING MARKET? INSIGHTS FROM SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, AND PAYMENT EASE AMONG FIRST-TIME BUYERS Abror; Yacob, Syahmardi; Dahmiri
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.51083

Abstract

This study examines the influence of Social Media Marketing, Purchase Experience, and Ease of Payment on Customer Satisfaction and Customer Loyalty among first-time homebuyers in Jambi City. As digitalization accelerates across Indonesia’s property sector, consumers rely increasingly on social media for information, and digital payment technologies have transformed transaction processes. A mixed-methods approach was adopted, combining quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) on 215 respondents with qualitative insights gathered through a Focus Group Discussion (FGD) involving property developers, banking institutions, industry associations, academics, and local government representatives. The findings indicate that all three exogenous variables significantly affect customer satisfaction and loyalty. Social media marketing enhances consumer trust through transparent digital information, while purchase experience significantly shapes satisfaction through responsive communication, clarity of administrative processes, and personalized assistance. Ease of payment emerges as the most influential driver of satisfaction, highlighting the rising consumer expectation for simplified, secure, and digitized mortgage and payment procedures. Customer satisfaction mediates the effects of the three exogenous variables on loyalty, demonstrating that emotional comfort and trust are key determinants of long-term consumer commitment. These findings provide strategic implications for property developers, financial institutions, and policymakers in strengthening marketing, service quality, and digital transformation within Indonesia’s evolving property market.
Co-Authors - Lismawati Abror Ade Octavia Ade Octavia Adhe Ira Riany Afriansyah, Rian Agus Solikhin, Agus Al Parok Ananda Dewi Wahyuni Andre Permana Anggraeni, Joli Apris Apris Ari Yanto Arsa, Daniel Arsyadt Arsyadt Arsyadt, Arsyadt Asep Machpudin Asrini Asrini Baehaqi Budi Susanto Budi Susanto Dedy Setiawan Dedy Setiawan Devi, Naulia Pitaloka Candra DianMala Fithriani Aira Dwi Kurniawan Dwi Kurniawan Dwi Kurniawan Dwi Kurniawan, Dwi Enggrani Fitri, Lucky F. Husni Hasbullah, F. Husni Fitriaty, Fitriaty Fitriyani, Puput Frans A. Futri Rezki Indah Galih Harfinaldi Geofanny, Riky Hartoyo Hartoyo Hermansyah Hermansyah Husni Hasbullah, Husni Hasbullah Idham Khalik Idham Khalik Idham Khalik, Idham Idham Khalik, Idham Khalik Imtiyaz Ragbah Fidini Indah Purnama Sari Indah Putri E Indra Jaya Indrianawati Usman Iswento Rizki Manarissar Rajagukguk KARTIKA WULAN BHAYANGKARI, SYLVIA Kharisma Sakta Lucky Enggrani Fitri Lutfi M. Jihadi Mahbara, Eka Renny Yustisia Hasby Mar Atun Saadah Maria Ulpa Marwah Dwipa MASITA DEWI Mastuti HS Moh. Ihsan Muhammad Amin Muhammad Amin Muhammad Luthfi Muhammad Rivandi Akbar Musnaini Musnaini musnaini musnaini Musyayaddah Musyayaddah Musyayaddah, Musyayaddah Novita Sari Nur Vironika Nurida Isnaeni Oktari, Auliza Panggita Wijaya Parkhurst, Helen Puput Nuryatimah Putri Zulwarni Putri, Hilyati Ananda Putri, Salsabila Yulia Raja Sharah Fatricia Rajagukguk, Iswento Rizki Manarissar RAJASTIRA WIRA PANGESTU Rakawi Saputra Ramadhan, Rizky Azika Ratna Dewi Revia Setiani Rindi Antika Riska Amelia Rista Aldilla Syafri Rista Aldilla Syafri Rista Aldilla Syafri Rizky Azika Ramadhan Rohman Willian Sabhira, Fazalina Putri Sari, Anisa Sekar Setiawan, Wahyu Juari Shofia Amin Sigit Indrawijaya Sigit Indrawijaya Sigit Indrawijaya Sigit Indrawijaya Siska Sefrita sari Sri Wahyuni Sry Rosita Suswita Roza Syafri, Rista Aldilla syahmardi yacob Sylvia Kartika Wulan Bhayangkari Sylvia Kartika Wulan Bhayangkari Tri Hutomo Putra Wahyu Rohayati Wanda Busra Wati, Ayu Ulya Welika Siboro Widiastuti, Fitri Winda Syafitri Wiwik Tiswiyanti Yansyah, Aldi Yanti, Ovie Yayuk Sriayudha Yenny Yuniarti Yuliusman - Yuliusman Yuliusman Zulfina Adriani Zunnun Alfaid Nurudin Rasyidy