THE ROLE OF PRODUCT SUPERIORITY INNOVATION AND DIGITAL MARKETING IN DRIVING PURCHASE DECISION SUBSIDIZED MORTGAGE PROGRAM
Abstrak
This study investigates the influence of product superiority and digital marketing on purchase decisions in the context of subsidized mortgage housing at PT Madani Sejahtera Investasi. As competition intensifies in the subsidized housing sector and consumer behavior increasingly shifts toward digital channels, developers are required to differentiate their offerings beyond price. The novelty of this study lies in its integrative approach, examining both the physical attributes of product quality and the strategic use of digital marketing two dimensions rarely analyzed simultaneously within this context. Utilizing a quantitative research method with multiple linear regression analysis, data were collected from 114 purposively selected respondents. The findings reveal that both product superiority and digital marketing have a significant and positive effect on consumers' purchase decisions. These results suggest that improving product specifications and enhancing digital outreach strategies are critical for developers aiming to strengthen market competitiveness in the subsidized housing segment.Referensi
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Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
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Solomon, M. R. (2022). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Pearson Education.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sunarjo, W. A. (2023). Determinants of purchase intention tendencies of career women on green products. Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, 4(1).
Tjiptono, F. (2020). Marketing strategy: Principles and applications.
Wahyono, A., & Ardiansyah, A. (2021). The influence of digital service quality, promotion, and trust on customer satisfaction of ShopeeFood. Jurnal Manajemen, 6(1), 21–33. https://doi.org/10.54964/manajemen.v6i1.159
Wijaya, E., & Susilawati, R. (2022). The influence of risk perception and trust on fintech service adoption: A case study of Gopay digital payment service. Indonesian Accounting Literacy Journal, 2(1), 202–209. https://doi.org/10.35313/ialj.v2i1.3355
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Yogastrian, I. (2020). Analysis of the influence of promotion, influencers, and Instagram social media on purchase decisions of shoe products: A case study on a local shoe brand [Undergraduate thesis, Universitas Muhammadiyah Surakarta]. http://eprints.ums.ac.id/id/eprint/83761
Azizah, U. (2020). The influence of digital marketing and customer relationship marketing on customer decisions regarding Faedah Brisyariah iB savings products (A survey on customers of BRI Syariah KCP Purbalingga) [Undergraduate thesis, IAIN Purwokerto]. IAIN Purwokerto Repository. http://repository.iainpurwokerto.ac.id/id/eprint/8813
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson Education Limited.
Dewi, T. P. (2017). The influence of price, product quality, and service quality on purchasing decisions of Toyota cars at Nasmoco Mlati Yogyakarta [Undergraduate thesis, Universitas Sanata Dharma]. Universitas Sanata Dharma Repository.
Febianti, I., Suartina, I. W., & Premayani, N. W. P. (2023). The influence of service quality and product innovation on member satisfaction at Danu Artha Cooperative, Tabanan. Jurnal Manajemen, Kewirausahaan dan Pariwisata, 3(5), 882–889.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
Hermawan, D. (2024). Marketing strategy regarding price perception, product quality, and consumer satisfaction on purchase decisions for Gempol Citra Asri housing. J-MAS (Jurnal Manajemen dan Sains), 9(2).
Hisam, S. (2018). Digital marketing: Definitions according to experts (Benefits—Advantages—Disadvantages). Andi Offset.
Juli, P. R., Suardhika, I. N., & Hendrawan, G. Y. (2021). The influence of product innovation, product quality, and digital marketing on purchase decisions at Angelo Store Ubud Bali. Jurnal Values, 2(2), 373–385.
Khasbulloh, M. W., Qusaeri, M. A. A., & Khasanah, M. (2023). The influence of product excellence and service excellence on consumer purchasing decisions at CV. Pucuk Daun Lestari. Wawasan: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 1(2), 170–189. https://doi.org/10.58192/wawasan.v1i2.610.
Kirana, T. (2024). The influence of security level and trust in digital wallets on consumer satisfaction. Jurnal Sains Manajemen, 6(2), 96–105.
Kotler, P., & Keller, K. L. (2021). Manajemen pemasaran. Erlangga.
Kotler, A. (2018). Prinsip-prinsip marketing (Edisi ketujuh). Salemba Empat.
Oliver, R. L. (2010). Perilaku konsumen: Pendekatan praktis disertai himpunan jurnal penelitian. Andi Offset.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499
akpahan, M. (2016). Manajemen pemasaran. CV. Rural Development Service.
Pebrianti, W., Arweni, & Awal, M. (2020). Digital marketing, e-WOM, brand awareness, and purchase decisions of millennial coffee consumers. Jurnal Ekonomi & Sosial, 11(1). https://doi.org/10.35724/jies.v11i1.2848
Putri, P. M., & Marlien, R. (2022). The influence of digital marketing on online purchase decisions. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Rahmawati, A., Padmantyo, S., & Setyawan, A. A. (2023). The influence of digital service quality and product trust on customer satisfaction of local skincare products. Jurnal Manajemen & Bisnis Kreatif, 8(2), 1–23. https://jsr.lib.ums.ac.id/index.php/determinasi/article/view/35
Rawung, D. R., Sem, O., & Jacky, S. S. (2015). Analysis of product quality, brand, and price on the purchasing decision of Suzuki motorcycles at PT. Sinar Galesong Pratama Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3), 1298–1308. https://doi.org/10.35794/emba.3.3.2015.10413
Riswan, M. S., Waloejo, H. D., & Listyorini, S. (2022). The influence of product innovation and product quality on consumer satisfaction among iPhone Apple smartphone users in Semarang City. Jurnal Ilmu Administrasi Bisnis, 11(2), 272–280. https://doi.org/10.14710/jiab.2022.34635
Sembiring, E. F. (2022). The influence of price, promotion, and location on the purchase decision of subsidized mortgage houses at PT Sinar Jaya Putra Kampar Batam. Jurnal Paradigma Ekonomika, 17(1). https://mail.online-journal.unja.ac.id/paradigma/article/view/16769/13274
Solomon, M. R. (2022). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Pearson Education.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sunarjo, W. A. (2023). Determinants of purchase intention tendencies of career women on green products. Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, 4(1).
Tjiptono, F. (2020). Marketing strategy: Principles and applications.
Wahyono, A., & Ardiansyah, A. (2021). The influence of digital service quality, promotion, and trust on customer satisfaction of ShopeeFood. Jurnal Manajemen, 6(1), 21–33. https://doi.org/10.54964/manajemen.v6i1.159
Wijaya, E., & Susilawati, R. (2022). The influence of risk perception and trust on fintech service adoption: A case study of Gopay digital payment service. Indonesian Accounting Literacy Journal, 2(1), 202–209. https://doi.org/10.35313/ialj.v2i1.3355
Worek, S. E. G., & Sepang, J. L. (2021). The influence of product innovation and service quality on customer satisfaction through purchase decisions at Pt. Pegadaian (Persero) Karombasan. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(2), 404–412.
Yogastrian, I. (2020). Analysis of the influence of promotion, influencers, and Instagram social media on purchase decisions of shoe products: A case study on a local shoe brand [Undergraduate thesis, Universitas Muhammadiyah Surakarta]. http://eprints.ums.ac.id/id/eprint/83761
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