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WHAT DRIVES LOYALTY IN THE DIGITAL HOUSING MARKET? INSIGHTS FROM SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, AND PAYMENT EASE AMONG FIRST-TIME BUYERS

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · hlm. 68–74

DOI
10.22437/jbsmr.v9i1.51083
ISSN
2597-6265, 2597-369X
Terbit
2025-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study examines the influence of Social Media Marketing, Purchase Experience, and Ease of Payment on Customer Satisfaction and Customer Loyalty among first-time homebuyers in Jambi City. As digitalization accelerates across Indonesia’s property sector, consumers rely increasingly on social media for information, and digital payment technologies have transformed transaction processes. A mixed-methods approach was adopted, combining quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) on 215 respondents with qualitative insights gathered through a Focus Group Discussion (FGD) involving property developers, banking institutions, industry associations, academics, and local government representatives. The findings indicate that all three exogenous variables significantly affect customer satisfaction and loyalty. Social media marketing enhances consumer trust through transparent digital information, while purchase experience significantly shapes satisfaction through responsive communication, clarity of administrative processes, and personalized assistance. Ease of payment emerges as the most influential driver of satisfaction, highlighting the rising consumer expectation for simplified, secure, and digitized mortgage and payment procedures. Customer satisfaction mediates the effects of the three exogenous variables on loyalty, demonstrating that emotional comfort and trust are key determinants of long-term consumer commitment. These findings provide strategic implications for property developers, financial institutions, and policymakers in strengthening marketing, service quality, and digital transformation within Indonesia’s evolving property market.

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  • Universitas Jambi
  • STIA Nusantara Sakti Sungai Penuh
  • Padjadjaran University
  • Universitas Islam Negeri Raden Fatah Palembang
  • Universitas Pembangunan Jaya
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Rekan penulisOrganisasiArtikel bersama
Tona Aurora LubisUniversitas Jambi9
Musnaini MusnainiUniversitas Jambi5
Johannes JohannesUniversitas Jambi4
Sry RositaUniversitas Jambi3
Agus SolikhinUniversitas Jambi2
Hanan Laras SabrinaAfiliasi tidak diketahui2
Anggia Agustini SaputriUniversitas Jambi2
Vivi HerlinaSTIA Nusantara Sakti Sungai Penuh1
Andang FazriUniversitas Jambi1
Ratih KusumastutiUniversitas Jambi1
Husni HasbullahUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
RAJA SARAH FATRICIAAfiliasi tidak diketahui1
Nabila Aufa NadyaPadjadjaran University1
Wawan NoviantoAfiliasi tidak diketahui1
Rika LidyahUniversitas Islam Negeri Raden Fatah Palembang1
Amri AmirAfiliasi tidak diketahui1
Sri RahayuAfiliasi tidak diketahui1
YULHASMIDA YULHASMIDAAfiliasi tidak diketahui1
Sonia DaraUniversitas Jambi1
Lilis SuryaniUniversitas Jambi1
Lidya Pusparina SiraitUniversitas Jambi1
Ade Titi NifitaUniversitas Jambi1
Alya Ananda RielUniversitas Jambi1
Shelli SafitriUniversitas Jambi1
Yenni YuniartiUniversitas Jambi1
Zulfina AdrianiUniversitas Jambi1
Muhammad NopbrimaAfiliasi tidak diketahui1
Dede SulemanUniversitas Pembangunan Jaya1
Feyza Muhammad IkhsanUniversitas Jambi1
Levi SelviaUniversitas Jambi1
Singki OktavianiUniversitas Jambi1
adeAfiliasi tidak diketahui1
syahmardiAfiliasi tidak diketahui1
Ade OctaviaUniversitas Jambi1
Johni Paul Karolus PasaribuAfiliasi tidak diketahui1
Tassya Fitri Ramadhani TassyaUniversitas Jambi1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">WHAT DRIVES LOYALTY IN THE DIGITAL HOUSING MARKET? INSIGHTS FROM SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE, AND PAYMENT EASE AMONG FIRST-TIME BUYERS</dc:title>
	<dc:creator xml:lang="en">Abror</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Dahmiri</dc:creator>
	<dc:subject xml:lang="en">digital marketing</dc:subject>
	<dc:subject xml:lang="en">purchase experience</dc:subject>
	<dc:subject xml:lang="en">ease of paymen</dc:subject>
	<dc:subject xml:lang="en">customer of satisfaction</dc:subject>
	<dc:subject xml:lang="en">customer loyalty</dc:subject>
	<dc:description xml:lang="en">This study examines the influence of Social Media Marketing, Purchase Experience, and Ease of Payment on Customer Satisfaction and Customer Loyalty among first-time homebuyers in Jambi City. As digitalization accelerates across Indonesia’s property sector, consumers rely increasingly on social media for information, and digital payment technologies have transformed transaction processes. A mixed-methods approach was adopted, combining quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) on 215 respondents with qualitative insights gathered through a Focus Group Discussion (FGD) involving property developers, banking institutions, industry associations, academics, and local government representatives. The findings indicate that all three exogenous variables significantly affect customer satisfaction and loyalty. Social media marketing enhances consumer trust through transparent digital information, while purchase experience significantly shapes satisfaction through responsive communication, clarity of administrative processes, and personalized assistance. Ease of payment emerges as the most influential driver of satisfaction, highlighting the rising consumer expectation for simplified, secure, and digitized mortgage and payment procedures. Customer satisfaction mediates the effects of the three exogenous variables on loyalty, demonstrating that emotional comfort and trust are key determinants of long-term consumer commitment. These findings provide strategic implications for property developers, financial institutions, and policymakers in strengthening marketing, service quality, and digital transformation within Indonesia’s evolving property market.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/51083</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.51083</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 68-74</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/51083/23181</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Abror Lubis, Syahmardi Yacob, Dahmiri Dahmiri</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>