Memetakan Keputusan Pembelian Properti Premium: Peran Mediasi Customer Engagement Dalam Bauran Pemasaran Multidimensi

Sebastian Leonard Kuncara; Denny Bernardus Kurnia Wahyudono; E. Elia Ardyan

doi:10.37479/jeej.v8i4.40216

Memetakan Keputusan Pembelian Properti Premium: Peran Mediasi Customer Engagement Dalam Bauran Pemasaran Multidimensi

Sebastian Leonard Kuncara, Denny Bernardus Kurnia Wahyudono, E. Elia Ardyan

Abstract

The premium residential property industry, characterized by its capital-intensive nature, faces significant challenges regarding high transactional anxiety and information asymmetry for prospective buyers. This study aims to analyze the effects of social media marketing, brand image, price, and facilities on residential property purchase decisions, positioning customer engagement as a structural mediating axis. Utilizing a quantitative approach, data were gathered through questionnaires administered to 100 sample consumers of CitraGrand Cibubur CBD and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings conclude that social media marketing activities, brand image, and facilities are empirically proven to trigger cognitive, emotional, and behavioral consumer engagement, which subsequently accelerates purchase decisions massively. Conversely, price is proven incapable of stimulating psychological attachment and operates independently as a buyer's budgetary constraint. Overall, this research underscores that non-monetary marketing mixes require deep escalation of customer engagement to optimize real estate sales conversion.

Keywords

Social Media Marketing, Brand Image, Price, Facilities, Customer Engagement

Full Text:

PDF

References

Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., Kegour, A. B. A., & Alboray, H. M. M. (2023). Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context. Sustainability, 15(9), 7207. https://doi.org/10.3390/su15097207

Ao, J., Liu, Y., & Zhang, K. (2023). The impact of social media engagement on purchase intention: A meta-analysis across industries. Journal of Interactive Marketing, 64, 100–112. https://doi.org/10.1016/j.intmar.2023.03.004

Bacala, S. A., Abordaje, J. L., Labrador, L. M., Bacatan, R. J., & Bacatan, J. (2024). The influence of service quality on customer engagement in Kaputian Beach Park. Cognizance Journal of Multidisciplinary Studies, 4(1), 332–338. https://doi.org/10.47760/cognizance.2024.v04i01.015

Badan Pusat Statistik. (2023). Statistik sektor properti nasional. Badan Pusat Statistik Indonesia.

Bao, X., Zhang, T., Dewancker, B. J., He, J., & Liu, S. (2023). Exploring the Unit Spatial Layout Preference for Urban Multi-Unit Residential Buildings: A Survey in Beijing, China. Sustainability, 15(15), 12013. https://doi.org/10.3390/su151512013

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205

Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499–513. https://doi.org/10.1108/03090569810216118

Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703

Chen, C.-C., Lai, C.-H., Guo, N.-R., & Wu, S.-M. (2024). Exploring the Consumer Acceptance of Circular Housing from the Perspective of SOR Theory. Sustainability, 16(8), 3268. https://doi.org/10.3390/su16083268

Chen, J.-Y., & Wang, M.-H. (2023). A Study on Real Estate Purchase Decisions. Sustainability, 15(6), 5216. https://doi.org/10.3390/su15065216

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635

Dhasan, D., & Aryupong, M. (2019). Effects of product quality, service quality and price fairness on customer engagement and customer loyalty. ABAC Journal, 39(2). http://www.assumptionjournal.au.edu/index.php/abacjournal/article/view/3959

Djuraidi, A., Sari, J., Susila, M. R., & Satri, V. H. (2024). The role of purchase interest mediates the influence of price, location, and facilities on home-buying decisions. International Research Journal of Economics and Management Studies IRJEMS, 3(7). https://doi.org/10.56472/25835238/IRJEMS-V3I7P113

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing: A systematic review of the past decade. Management Decision, 54(8), 2008–2034. https://doi.org/10.1108/MD-01-2016-0028

Jamil, K., Hussain, M., Farhan, M., et al. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, 808525. https://doi.org/10.3389/fpsyg.2021.808525

Jiang, X., Lin, J., Wang, C., & Zhou, L. (2024). How far is reality from vision: An online data-driven method for brand image assessment and maintenance. Information Processing & Management, 61(5), 103769. https://doi.org/10.1016/j.ipm.2024.103769

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101

Khan, I., & Fatma, M. (2023). Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification. Sustainability, 15(3), 2291. https://doi.org/10.3390/su15032291

Kock, N., & Hadaya, P. (2018). Minimum Sample Size Estimation in PLS-SEM: The Inverse Square Root and Gamma-Exponential Methods: Sample Size in PLS-Based SEM. Information Systems Journal, 28, 227-261.

https://doi.org/10.1111/isj.12131

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Li, J., Chiu, D. K. W., Ho, K. K. W., & So, S. (2024). The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation. Sustainability, 16(3), 1133. https://doi.org/10.3390/su16031133

Li, X., Tian, L., & Wang, S. (2023). Impact of Social Interaction on Customer Engagement in China’s Social Commerce—A Moderated Chain Mediation Model. Behavioral Sciences, 13(7), 541. https://doi.org/10.3390/bs13070541

Lin, K., Du, W., Yang, S., Liu, C., & Na, S. (2023). The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement. Sustainability, 15(8), 6424. https://doi.org/10.3390/su15086424

Maharani, A. D., & Murwanti, S. (2025). The Role of Social Media Marketing and Brand Image in Shaping Purchase Decisions through Purchase Intention. Proceeding ISETH (International Summit on Science, Technology, and Humanity), 2579-2588. https://proceedings.ums.ac.id/iseth/article/view/7066

Montañana, A., Nolé, M. L., & Llinares, C. (2024). Strategic Design Approaches for Eliciting the Perception of ‘Prestige’ in Housing Consumers. Buildings, 14(3), 853. https://doi.org/10.3390/buildings14030853

Nimeesha, D. N., & Fachira, I. (2025). The influence of service quality, amenities, and value on customer satisfaction and customer loyalty at Bobocabin Cikole Bandung. INFLUENCE: International Journal of Science Review, 7(1). https://influence-journal.com/index.php/influence/article/view/253

Nurfitriana, R., Surachman, & Hussein, A. S. (2020). The influence of brand image and brand love on customer loyalty mediated by customer engagement: Study on consumers of Wardah Cosmetics. Management and Economics Journal (MEC-J), 4(2), 105–119. https://doi.org/10.18860/mec-j.v4i2.6251

Nusair, K., Okumus, F., Karatepe, O. M., Alfarhan, U. F., & de Larrea, G. L. (2023). From tourist motivations to buying decisions: A multilevel engagement perspective. Tourism Management Perspectives, 48, 101148. https://doi.org/10.1016/j.tmp.2023.101148

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Putri, A. E., & Mulyati, Y. (2024). Pengaruh brand image terhadap customer engagement dengan brand love sebagai variabel mediasi pada Kopi Kenangan di Kota Padang. Jurnal Penelitian dan Pengkajian Ilmiah Sosial Budaya (JPPISB), 3(1), 1–11. https://jurnal.unidha.ac.id/index.php/JPPISB/article/view/1364

Razali, A. S. B., & Osman, W. N. (2025). Buyers’ attitude towards green structural, locational, facilities and intention to purchase green housing. International Journal of Computational and Experimental Science and Engineering. https://doi.org/10.22399/ijcesen.1253

Roy, S. K., Singh, G., Sadeque, S., Harrigan, P., & Coussement, K. (2023). Customer engagement with digitalized interactive platforms in retailing. Journal of Business Research, 164, 114001. https://doi.org/10.1016/j.jbusres.2023.114001

Satar, M. S., Rather, R. A., Shahid, S., Islam, J. U., Parrey, S. H., & Khan, I. (2024). Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity. Asia Pacific Journal of Marketing and Logistics, 36(10), 2237-2258. https://doi.org/10.1108/APJML-08-2023-0754

Shang, Y., Rehman, H., Mehmood, K., Xu, A., Iftikhar, Y., Wang, Y., & Sharma, R. (2022). The nexuses between social media marketing activities and consumers' engagement behaviour: A two-wave time-lagged study. Frontiers in Psychology, 13, 811282. https://doi.org/10.3389/fpsyg.2022.811282

Shkeera, A. S., Sharabati, A.-A. A., Samarah, T., Alqurneh, M. I. M., & Ali, A. A. A. (2024). The influence of social media content marketing on consumer engagement: A mediating of the role of consumer cognition. International Journal of Data and Network Science, 8(4), 2423–2434. https://doi.org/10.5267/j.ijdns.2024.5.015

Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of retailing and consumer services, 74, 103442. https://doi.org/10.1016/j.jretconser.2023.103442

Srivastava, A., Mukherjee, S., Datta, B., & Shankar, A. (2023). Impact of perceived value on the online purchase intention of base of the pyramid consumers. International Journal of Consumer Studies, 47(4), 1291-1314. https://doi.org/10.1111/ijcs.12907

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Wang, K., Wang, W., Li, T., Wen, S., Fu, X., & Wang, X. (2023). Optimizing Living Service Amenities for Diverse Urban Residents: A Supply and Demand Balancing Analysis. Sustainability, 15(16), 12392. https://doi.org/10.3390/su151612392

We Are Social, & Meltwater. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001

Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206. https://doi.org/10.1086/651257

Zietsman, M. L., Mostert, P., & Svensson, G. (2023). Precursors and outcomes of perceived value in B2B banking services: A nomological framework. Journal of Relationship Marketing, 22(4), 330-353. https://doi.org/10.1080/15332667.2023.2234812

DOI: https://doi.org/10.37479/jeej.v8i4.40216