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Bambang Widjanarko Otok
Departemen Statistika Institut Teknologi Sepuluh Nopember
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Journal : Research Horizon

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Determination of Home Purchase Decisions with Technology Adoption as a Moderating Variable Wati, Nurul Linda; Otok, Bambang Widjanarko
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.666

Abstract

The residential property market in Indonesia has experienced significant growth, with a 1.89% increase in the Residential Property Price Index and a 31.16% rise in sales in the first quarter of 2024, though Surabaya recorded the lowest price growth in Java at 0.34%. This study aims to examine the determinants of home purchase decisions, including purchasing power, price, location, marketing advertisements, and developer brand image, with technology adoption as a moderating variable. Using a quantitative approach, data were collected from 225 respondents across four housing projects in Gresik, East Java, through questionnaires analyzed with Moderated Structural Equation Modeling. The findings reveal that all determinants significantly influence home purchase decisions, with developer brand image having the strongest effect. Technology adoption enhances these relationships by improving information access and consumer trust through digital platforms. The study concludes that developers should prioritize digital marketing strategies, such as virtual tours and social media campaigns, to boost consumer engagement and address declining sales trends. These insights offer strategic guidance for enhancing marketing effectiveness in the evolving digital landscape of the housing sector.
Co-Authors Abdul Khair Abima Aunur Rochman Achmad Choiruddin Adeni - Adeni Agus Suharsono Ahsan, Muhammad Akbar, Mhd Furqan Alfasanah, Zulfani Amin Tohari Angga Dwi Mulyanto Anggra Ayu Rucitra, Anggra Ayu Anisa Ramadhan Aqsari, Hasri Wiji Ari Fitriani Arief Wibowo Arief Wibowo Arifah Nur Ngafiyah, Arifah Nur Arli, Denni Asih Kurniasih Lumaela Balami, Abdul Malik Choiruddin, Achmad Cindy Cahyaning Astuti Darwis Darwis Diah Puspito Wulandari Dimas Achmad Fadhila Dukalang, Hendra Ekasari, Nazihah Eko Saputro Eko Saputro Eta Dian Ayu A, Eta Dian Felinda Arumningtyas Fredi Suryadi Fredi Suryadi Ghazali, Muhammad Hadi, Abdul Razak Abdul Handoko, Wisnu Hargandi, Priyanka Harmin Sulitiyaning Titah Harun Al Azies Haryanto, Albertus Eka Putra Hasanah, Silviatul Herlina Jusuf I Nyoman Budiantara Ikacipta Mega Ayuputri Isnawati Iwan Kurniawan Jerry D. T. Purnomo Koesmono, Teman Kurniawan, Muhammad Idham Mahpolah Mahpolah Masnatul Laili Mastari Rizki Fadillah Millatur Rodliyah muhammad mashuri Muhammad Zulfadhli, Muhammad Nathanel, Jeshen Oktavian ningrum, amanda ratna Noer, Lissa Rosdiana Oktiva Dhani Arleina Onn, Choo Wou Pangesti, Riwi Dyah Purhadi Purhadi Rahmawati Erma Standsyah Rakhmah Wahyu Maya Rama Hiola Riza Inayah Sabar Sabar Santi Martini Santi Wulan Purnami Sarmanu, Sarmanu Setiawan, Ariyono Shofi Andari Shofi Andari Sri Harini Sri Haryatmi Subanar . Subanar, . Sugiharto Sh Suharto Suharto Suharto Suharto Suharto Suharto suhartono - Suroto Suroto Suryo Guritno Suryo Guritno Sutikno Sutikno Sutikno Sutikno Wahyuning Pintowati Wati, Nurul Linda Wiwiek Natalya Yoyok Setyo Hadiwidodo