TANGERANG SELATAN – The property industry in Indonesia is facing highly challenging market dynamics driven by global economic fluctuations, central bank interest rate hikes, and increasing consumer demands for transparency. In this volatile environment, a brand-new scientific study reveals that social media, brand awareness, and perceived price directly influence consumer purchase intentions, with brand trust acting as the critical determining factor that strengthens all marketing elements. This in-depth research was conducted by Lady Yohana Kusnadi and Hadi Aldo from the Faculty of Economics and Business at Matana University in 2026. The findings provide crucial strategic insights for national real estate developers looking to formulate effective sales recovery strategies in the digital transformation era.
The background of this research is rooted in post-pandemic property market phenomena captured throughout 2023 and 2024. Although the Ministry of Public Works and Public Housing recorded an 8.5 percent growth in residential housing sales, the sector was heavily burdened by declining consumer confidence due to skyrocketing raw material costs and a Bank Indonesia interest rate hike to 6.25 percent. The impact of this volatility was clearly felt by property giants such as PT Lippo Karawaci Tbk, which reported a 12 percent decline in property unit sales volumes, particularly within the high-rise apartment and landed house segments for the middle-to-upper class due to high risk perceptions among potential buyers.
To analyze consumer preferences amidst these circumstances, Lady Yohana Kusnadi and Hadi Aldo designed an explanatory quantitative research methodology focusing on prospective property buyers in the Greater Jakarta area. Research data was gathered through an online digital survey platform between January and March 2024, involving 350 respondents who met specific criteria, namely individuals aged 25 to 50 who actively interact with digital property marketing content. The collected data was then analyzed using variance-based structural equation modeling (SEM-PLS) via SmartPLS software to accurately test the relationships between variables and the strength of the moderating effects.
The primary findings of the data analysis show that marketing activities on social media exert the most dominant influence on triggering consumer purchase intentions. In the modern era, visual platforms like Instagram, TikTok, and YouTube no longer function merely as static product catalogs but have transformed into primary interactive spaces for consumers to evaluate properties through virtual tours and user reviews. Through this study, Lady Yohana Kusnadi and Hadi Aldo empirically prove that strong digital interactions can significantly enhance the emotional engagement of prospective buyers.
In addition to social media, brand awareness was proven to contribute a consistent positive impact on public purchase intentions. Strong brand recognition amidst fierce competition among developers provides an initial sense of security for consumers before making a long-term financial commitment. Conversely, the perceived price factor was found to have a negative relationship with purchase intentions, reflecting the high level of price sensitivity among middle-class consumers due to property sector inflation. When prospective buyers perceive that the nominal price offered is too high without clear added value, they tend to delay or cancel their purchasing intentions.
The most vital contribution of this research conducted by the Matana University academics lies in proving the role of brand trust as a moderating variable. Brand trust significantly strengthens the positive impacts of social media and brand awareness on consumer purchase intentions. The greatest strengthening effect occurs in the relationship between social media and purchase intention, where a high level of trust can multiply the effectiveness of digital promotions by up to 22 percent while eliminating netizens' skepticism toward online campaigns. Furthermore, brand trust acts as a protective shield that buffers the negative impacts of high perceived prices. When consumers place full trust in a developer's integrity, track record, and construction quality, their sensitivity to price decreases because they feel the money spent matches the long-term investment value received.
The practical implications of this study emphasize that price-cutting strategies or large discounts by developers actually risk damaging the premium image of a product if not accompanied by a solid foundation of trust. Lady Yohana Kusnadi and Hadi Aldo recommend that property management shift their focus toward constructing evidence-based social media campaigns, such as uploading verified customer testimonials, presenting transparent financial reports, and showcasing green building certifications. The integration of honest digital content and transparent pricing strategies will serve as the primary pillars for real estate companies to win the market, maintain consumer loyalty, and navigate future economic volatility.
The authors of this scientific article are Lady Yohana Kusnadi and Hadi Aldo. Both are academics and researchers affiliated with the Faculty of Economics and Business at Matana University, Tangerang Selatan, Indonesia. Their field of expertise focuses on marketing management, digital consumer behavior, and business strategies within high-involvement industries.
Research Source:
Journal Title: The Influence of Social Media, Brand Awareness and Perceived Price on Purchase Intention with Brand Trust as a Moderation Variable (Study on PT Lippo Karawaci, Tbk)Journal Name: International Journal of Scientific Multidisciplinary Research (IJSMR)
Publication Year: 2026
Official DOI:
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