Determination of Home Purchase Decisions with Technology Adoption as a Moderating Variable

Nurul Linda Wati; Bambang Widjanarko  Otok

doi:10.54518/rh.5.3.2025.505-520

Authors

Nurul Linda Wati Institut Teknologi Sepuluh Nopember, Indonesia
Bambang Widjanarko Otok Institut Teknologi Sepuluh Nopember, Indonesia

DOI:

https://doi.org/10.54518/rh.5.3.2025.505-520

Keywords:

Brand Image, Purchase Decision, Advertisements, Price Index, Technology Adoption

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.

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