Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics Development Research (IJEDR)
Andrean, Kevin
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Impact of Digital Marketing and Electronic Word of Mouth on Property Purchase Decisions: The Mediating Role of Purchase Intention at Grand Wisata Housing Andrean, Kevin; Yahya, Adibah; Kustiwan, Susan
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 6 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v4i6.6708

Abstract

This study aims to analyze the influence of Digital Marketing (X1) and Electronic Word of Mouth (X2) on Purchase Decisions (Y) with Purchase Intention (Z) as a mediating variable in the context of property sales at Grand Wisata housing. This research was conducted using a quantitative approach with data collected through a questionnaire and analyzed using SmartPLS. A total of seven hypotheses were tested to evaluate the direct and mediated effects of Digital Marketing and Electronic Word of Mouth on Purchase Decisions. The results showed that Digital Marketing (X1) and Electronic Word of Mouth (X2) have a significant positive effect on Purchase Intention (Z) and Purchase Decision (Y). Additionally, Purchase Intention (Z) plays a mediating role between both Digital Marketing and Electronic Word of Mouth and Purchase Decision. These findings suggest that Digital Marketing and Electronic Word of Mouth strategies can effectively enhance customer interest and purchasing decisions for property products. The study contributes to the marketing literature in the property sector and provides practical implications for property developers to optimize their digital marketing and eWOM strategies.
Co-Authors Kustiwan, Susan Yahya, Adibah