The Influence of Digital Marketing, Personal Branding, and Negotiation on Property Purchase Decision at Brighton Infinite Surabaya

Vollständiger Abstract

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This study examines the influence of digital marketing, personal branding, and negotiation on property purchase decisions at Brighton Infinite Surabaya. The growing complexity of the property market requires brokers to adopt effective digital marketing strategies, build consumer trust through strong personal branding, and facilitate negotiations that satisfy both buyers and sellers. The research aims to determine whether these three factors significantly affect consumers decisions to purchase property through Brighton Infinite Surabaya property brokers. A quantitative approach was employed using a survey of 73 consumers who had completed property transactions through Brighton Infinite Surabaya. Respondents were selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that digital marketing, personal branding, and negotiation each have a positive and significant effect on property purchase decisions. The model explains 55.3% of the variance in purchase decisions (R² = 0.553), indicating that digital marketing, personal branding, and negotiation are important determinants of consumers property purchase decisions. Digital marketing helps brokers reach and attract potential buyers, personal branding strengthens consumer confidence in the broker, and effective negotiation increases consumers willingness to complete transactions. These results imply that property brokerage firms should strengthen their digital marketing activities, develop consistent and credible personal branding among clients, and improve negotiation capabilities to enhance consumer purchase decisions in the competitive property market.