Human-Centered Digital Housing Information and Transaction-Stage Purchase Decisions in Government-Subsidized Housing: Evidence from Lampung, Indonesia
DOI:
https://doi.org/10.70211/wesw.v3i2.632Keywords:
Consumer Purchase Decision, Digital Housing Information, Government-Subsidized Housing, Human-Centered Service, Social Welfare, Transaction-Stage ConsumersAbstract
This study aims to examine the association between human-centered digital marketing strategy and transaction-stage purchase decisions for government-subsidized housing in Lampung, Indonesia. A cross-sectional quantitative survey involved 100 purposively selected adults who had been exposed to housing information through digital channels and had reached a formal transaction stage, namely a subsidized mortgage application, booking-fee or down-payment payment, or completed purchase. A 40-item questionnaire measured perceived digital marketing strategy and consumer purchase decision. Item-total correlations supported item screening, and internal consistency was high for digital marketing strategy (α = 0.942) and purchase decision (α = 0.936). Regression assumptions were met. Digital marketing strategy was positively associated with purchase decision (B = 0.869, β = 0.968, t = 38.406, p < 0.001), and the model accounted for 93.8% of score variance (R² = 0.938). The findings position digital housing communication as a human-centered welfare service when it improves information clarity, credibility, responsiveness, and access across platforms. Because the data were cross-sectional, self-reported, and purposively sampled, the result is associational rather than causal.
References
[1] P. K. Kannan and H. “Alice” Li, “Digital marketing: A framework, review and research agenda,” Int. J. Res. Mark., vol. 34, no. 1, pp. 22–45, Mar. 2017. https://doi.org/10.1016/j.ijresmar.2016.11.006
[2] Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” Int. J. Inf. Manage., vol. 59, p. 102168, Aug. 2021. https://doi.org/10.1016/j.ijinfomgt.2020.102168
[3] M. Kamyabi, H. Özgit, and J. N. Ahmed, “Sustaining digital marketing strategies to enhance customer engagement and brand promotion: Position as a moderator,” Sustainability, vol. 17, no. 7, p. 3270, Apr. 2025. https://doi.org/10.3390/su17073270
[4] F. Li, J. Larimo, and L. C. Leonidou, “Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda,” J. Acad. Mark. Sci., vol. 49, no. 1, pp. 51–70, Jan. 2021. https://doi.org/10.1007/s11747-020-00733-3
[5] C. Homburg and D. M. Wielgos, “The value relevance of digital marketing capabilities to firm performance,” J. Acad. Mark. Sci., vol. 50, no. 4, pp. 666–688, Jul. 2022. https://doi.org/10.1007/s11747-022-00858-7
[6] A. Vitriana, S. Özogul, S. Mawhorter, and J. Woltjer, “The historical development of public housing in Indonesia: A path dependence analysis,” Int. J. Hous. Policy, vol. 26, no. 1, pp. 99–122, Jan. 2026. https://doi.org/10.1080/19491247.2025.2482233
[7] D. Rahmawati, D. A. A. Samsura, and E. van der Krabben, “From policy to practice: How public land policies shape private-sector housing development—An Indonesian case,” Land, vol. 14, no. 5, p. 916, Apr. 2025. https://doi.org/10.3390/land14050916
[8] D. Rahmawati and D. Rukmana, “Urban politics on housing policy transformation in Indonesia: An institutional perspective,” Hous. Stud., vol. 41, no. 6, pp. 1406–1426, Jun. 2026. https://doi.org/10.1080/02673037.2025.2552404
[9] H. Holmes, K. Karampour, R. Richardson, and G. Burgess, “Housing, poverty, and digital exclusion: The multiple ways in which digital inequalities and housing inequalities intersect,” Hous. Stud., pp. 1–21, Oct. 2025. https://doi.org/10.1080/02673037.2025.2577727
[10] N. Figueiredo, B. M. Ferreira, J. L. Abrantes, and L. F. Martinez, “The role of digital marketing in online shopping: A bibliometric analysis for decoding consumer behavior,” J. Theor. Appl. Electron. Commer. Res., vol. 20, no. 1, p. 25, Feb. 2025. https://doi.org/10.3390/jtaer20010025
[11] B. Al-haimi, H. Khalid, N. H. Zakaria, and T. H. Jasimin, “Digital transformation in the real estate industry: A systematic literature review of current technologies, benefits, and challenges,” Int. J. Inf. Manag. Data Insights, vol. 5, no. 1, p. 100340, Jun. 2025. https://doi.org/10.1016/j.jjimei.2025.100340
[12] M. Berlato et al., “Digital platforms for the built environment: A systematic review across sectors and scales,” Buildings, vol. 15, no. 14, p. 2432, Jul. 2025. https://doi.org/10.3390/buildings15142432
[13] I. Kasim, A.-R. Amidu, and D. Levy, “Drivers and implications of digital transformation in property valuation practice in New Zealand,” J. Prop. Res., vol. 42, no. 4, pp. 380–413, Oct. 2025. https://doi.org/10.1080/09599916.2025.2498971
[14] R. B. Soomro et al., “The adoption of digital technologies by small and medium-sized enterprises for sustainability and value creation in Pakistan: The application of a two-staged hybrid SEM-ANN approach,” Sustainability, vol. 16, no. 17, p. 7351, Aug. 2024. https://doi.org/10.3390/su16177351
[15] A. Gawer and C. Bonina, “Digital platforms and development: Risks to competition and their regulatory implications in developing countries,” Inf. Organ., vol. 34, no. 3, p. 100525, Sep. 2024. https://doi.org/10.1016/j.infoandorg.2024.100525
[16] M. Nethercote, “Platform landlords: Renters, personal data and new digital footholds of urban control,” Digit. Geogr. Soc., vol. 5, p. 100060, Dec. 2023. https://doi.org/10.1016/j.diggeo.2023.100060
[17] Y. Yao and F. Yang, “Governing addictive design features in AI-driven platforms: Regulatory challenges and pathways for protecting adolescent digital wellbeing in China,” Youth, vol. 5, no. 4, p. 122, Nov. 2025. https://doi.org/10.3390/youth5040122
[18] C. Wang, T. Liu, Y. Zhu, H. Wang, X. Wang, and S. Zhao, “The influence of consumer perception on purchase intention: Evidence from cross-border e-commerce platforms,” Heliyon, vol. 9, no. 11, p. e21617, Nov. 2023. https://doi.org/10.1016/j.heliyon.2023.e21617
[19] C. Qin, X. Zeng, S. Liang, and K. Zhang, “Do live streaming and online consumer reviews jointly affect purchase intention?,” Sustainability, vol. 15, no. 8, p. 6992, Apr. 2023. https://doi.org/10.3390/su15086992
[20] H. Dong, K. K. Park, and J. M. Kim, “The role of product type in online review generation and perception: Implications for consumer decision-making,” J. Theor. Appl. Electron. Commer. Res., vol. 20, no. 2, p. 135, Jun. 2025. https://doi.org/10.3390/jtaer20020135
[21] Y. Ahn and J. Lee, “The impact of online reviews on consumers’ purchase intentions: Examining the social influence of online reviews, group similarity, and self-construal,” J. Theor. Appl. Electron. Commer. Res., vol. 19, no. 2, pp. 1060–1078, May 2024. https://doi.org/10.3390/jtaer19020055
[22] R. Kumar, S. Mukherjee, and N. P. Rana, “Exploring latent characteristics of fake reviews and their intermediary role in persuading buying decisions,” Inf. Syst. Front., vol. 26, no. 3, pp. 1091–1108, Jun. 2024. https://doi.org/10.1007/s10796-023-10401-w
[23] J. M. Martínez Otero, “Fake reviews on online platforms: Perspectives from the US, UK and EU legislations,” SN Soc. Sci., vol. 1, no. 7, p. 181, Jul. 2021. https://doi.org/10.1007/s43545-021-00193-8
[24] W. M. Lim, R. Agarwal, A. Mishra, and A. Mehrotra, “The rise of fake reviews: Toward a marketing-oriented framework for understanding fake reviews,” Australas. Mark. J., vol. 33, no. 2, pp. 178–198, May 2025. https://doi.org/10.1177/14413582241283505
[25] K. Jamil, L. Dunnan, R. F. Gul, M. U. Shehzad, S. H. M. Gillani, and F. H. Awan, “Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era,” Front. Psychol., vol. 12, Jan. 2022. https://doi.org/10.3389/fpsyg.2021.808525
[26] P. B. Pires, J. D. Santos, P. Q. de Brito, and D. N. Marques, “Connecting digital channels to consumers’ purchase decision-making process in online stores,” Sustainability, vol. 14, no. 21, p. 14392, Nov. 2022. https://doi.org/10.3390/su142114392
[27] K. N. Lemon and P. C. Verhoef, “Understanding customer experience throughout the customer journey,” J. Mark., vol. 80, no. 6, pp. 69–96, Nov. 2016. https://doi.org/10.1509/jm.15.0420
[28] J. R. Hanaysha, “Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator,” Int. J. Inf. Manag. Data Insights, vol. 2, no. 2, p. 100102, Nov. 2022. https://doi.org/10.1016/j.jjimei.2022.100102
[29] S. Laradi, A. Elfekair, M. Alrawad, M. Hashim, and F. Derouez, “Leveraging capabilities of social media marketing for business success,” Comput. Hum. Behav. Rep., vol. 16, p. 100524, Dec. 2024. https://doi.org/10.1016/j.chbr.2024.100524
[30] D. Theocharis and G. Tsekouropoulos, “Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products,” Sustainability, vol. 17, no. 9, p. 4124, May 2025. https://doi.org/10.3390/su17094124
[31] S. S. Shah and Z. Asghar, “Dynamics of social influence on consumption choices: A social network representation,” Heliyon, vol. 9, no. 6, p. e17146, Jun. 2023. https://doi.org/10.1016/j.heliyon.2023.e17146
[32] C. C. Ugwuanyi, P. Sarker, and A. A. Jaffari, “From clicks to carts: The impact of consumer brand engagement on fashion brand expected value, attitude, and purchase intention,” J. Mark. Anal., Apr. 2026. https://doi.org/10.1057/s41270-026-00479-x
[33] M. Sohaib, M. A. Ali, and M. Ahmad-ur-Rehman, “Social media marketing drives brand love and customer behavioral engagement: Gender as a moderator,” J. Theor. Appl. Electron. Commer. Res., vol. 20, no. 4, p. 344, Dec. 2025. https://doi.org/10.3390/jtaer20040344
[34] D. Pereira, J. Silva, and B. Casais, “Consumer brand engagement fostered by cause-related marketing in emotional and functional brands,” J. Nonprofit Public Sect. Mark., vol. 36, no. 5, pp. 685–712, Oct. 2024. https://doi.org/10.1080/10495142.2024.2329258
[35] J. Wen and X. Li, “AI digital human responsiveness and consumer purchase intention: The mediating role of trust,” J. Theor. Appl. Electron. Commer. Res., vol. 20, no. 3, p. 246, Sep. 2025. https://doi.org/10.3390/jtaer20030246
[36] X. Lu, K. Balakrishnan, T. J. Chan, and M. Na, “The role of real-time engagement in shaping social media check-in behavior: Moderating effects of trust and peer influence,” Brain Behav., vol. 15, no. 9, Sep. 2025. https://doi.org/10.1002/brb3.70887
[37] T. Hongsuchon, S.-C. Chen, and A. Khan, “Applying the S-O-R model to explore impulsive buying behavior driven by influencers on social commerce websites,” PeerJ Comput. Sci., vol. 11, p. e3113, Sep. 2025. https://doi.org/10.7717/peerj-cs.3113
[38] W. Verbeke, B. Dietz, and E. Verwaal, “Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?,” J. Acad. Mark. Sci., vol. 39, no. 3, pp. 407–428, Jun. 2011. https://doi.org/10.1007/s11747-010-0211-8
[39] J. Firth et al., “From ‘online brains’ to ‘online lives’: Understanding the individualized impacts of Internet use across psychological, cognitive and social dimensions,” World Psychiatry, vol. 23, no. 2, pp. 176–190, Jun. 2024. https://doi.org/10.1002/wps.21188
[40] P. M. Podsakoff, S. B. MacKenzie, J.-Y. Lee, and N. P. Podsakoff, “Common method biases in behavioral research: A critical review of the literature and recommended remedies,” J. Appl. Psychol., vol. 88, no. 5, pp. 879–903, 2003. https://doi.org/10.1037/0021-9010.88.5.879
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Trian Hermawan, Novita Sari, Anggalia Wibasuri
This work is licensed under a Creative Commons Attribution 4.0 International License.