Optimizing Information Accessibility and Ease of Mortgage Application: Its Impact on Simple Home Purchase Decisions
Abstract
Buying a simple house is often influenced by various factors, including the accessibility of information and the ease of applying for a Home Ownership Loan (KPR). This study aims to analyze the influence of Information Accessibility and Ease of Mortgage Application through marketing strategies on Simple House Purchase Decisions in Balikpapan City. The study used a quantitative method with a survey approach to 200 selected respondents using the purposive sampling technique. The data was analyzed using Structural Equation Modeling (SEM) assisted by Smart-PLS software. The results showed that Information Accessibility had a significant influence on Simple Home Purchase Decisions (path coefficient 0.630; T-statistic 6,023; p-value 0.000) and for the Ease of Mortgage Application (line coefficient 0.805; T-statistic 22,845; p-value 0.000). The ease of applying for a mortgage also has a significant effect on the Decision to Purchase a Simple House (line coefficient 0.234; T-statistic 1,928; p-value 0.049). An R-square value of 0.618 shows that the research model is able to explain 61.8% of the variability of purchase decisions. These findings underscore the importance of a digital-based marketing strategy that focuses on information transparency and simplifying administrative processes to improve consumer purchasing decisions.
References
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20. Naw, M. Z. (2024). Yangon University of Economics Department of Commerce Master of Banking and Finance Programme Factors Affecting Consumer Purchase Decision on Life Insurance Product. 2023.
21. Nawawi, H. H. (2020). Penggunaan E-wallet di Kalangan Mahasiswa. Emik, 3(2), 189–205. https://doi.org/10.46918/emik.v3i2.697
22. Nursatyo, N., & Rosliani, D. (2018). Strategi Komunikasi Pemasaran Digital Situs Pembanding Harga Telunjuk.Com. Expose: Jurnal Ilmu Komunikasi, 1(2), 46. https://doi.org/10.33021/exp.v1i2.430
23. Osburg, V. S., Yoganathan, V., Brueckner, S., & Toporowski, W. (2020). How detailed product information strengthens eco-friendly consumption. Management Decision,58(6),1084–1099. https://doi.org/10.1108/MD-10-2017-1012
24. Ozarslan, S., & Eren, P. E. (2018). MobileCDP: A mobile framework for the consumer decision process. Information Systems Frontiers, 20(4), 803–824. https://doi.org/10.1007/s10796-015-9601-2
25. Pertiwi, R. D. (2024). Analysis of Consumer Perceptions of Financial Transparency in Insurance Product Marketing Practices in Indonesia. Atestasi : Jurnal Ilmiah Akuntansi, 7(2), 1288–1303. https://doi.org/10.57178/atestasi.v7i2.949
26. Pizzutti, C., Gonçalves, R., & Ferreira, M. (2022). Information search behavior at the post-purchase stage of the customer journey. Journal of the Academy of Marketing Science, 50(5), 981–1010. https://doi.org/10.1007/s11747-022-00864-9
27. Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies ISSN, 6(3), 2028–9324. http://www.ijias.issr-journals.org/
28. Prihatin, R. B. (2016). Alih Fungsi Lahan Di Perkotaan (Studi Kasus Di Kota Bandung Dan Yogyakarta). Jurnal Aspirasi, 6(2), 105–118. https://doi.org/10.22212/aspirasi.v6i2.507
29. R. Venkatesh. (2015). Mobile Marketing (From Marketing Strategy to Mobile Marketing Campaign Implementation). International Journal of Research, 2(2), 1175–1187. http://internationaljournalofresearch.org/
30. Silayoi, P., & Speece, M. (2019). Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
31. Sola Gratia, D., & Danu Prasetyo, A. (2021). Determining Factors Influencing the Price of Housing for First Time Home Buyer in Indonesia. International Journal of Accounting, Finance and Business, 6, 60–73.
32. Tran, H. T. T., & Corner, J. (2016). The impact of communication channels on mobile banking adoption. International Journal of Bank Marketing, 34(1), 78–109. https://doi.org/10.1108/IJBM-06-2014-0073
33. Ubaedilah, N., Puji Isyanto, & Asep Darojatul Romli. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Impulsif Pada Pengguna Tiktok Shop. Journal of Trends Economics and Accounting Research, 4(1), 46–56. https://doi.org/10.47065/jtear.v4i1.875
34. Ulfah, F., Nur, K., Salsabila, S., Safitri, Y., Evanita, S., & ... (2021). Analisis Strategi Pemasaran Online untuk Meningkatkan Daya Saing UMKM (Studi Keju Lasi). Jurnal Pendidikan …, 5, 2795–2805. https://www.jptam.org/index.php/jptam/article/view/1277%0Ahttps://www.jptam.org/index.php/jptam/article/download/1277/1146
35. Ullah, F., & Sepasgozar, S. M. E. (2020). Key factors influencing purchase or rent decisions in smart real estate investments: A system dynamics approach using online forum thread data. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114382
36. Verbeke, W. (2000). Influences on the consumer decision-making process towards fresh meat. British Food Journal, 102(7), 522–538.
37. Viani, D. O., Utami, M. F., Sari, N., & Wahyuni, N. (2022). Strategi Pemasaran Pembiayaan Kredit Kepemilikan Rumah (KPR) Griya Hasanah di Bank Syariah Indonesia KCP Demang pada masa Pandemi Covid-19. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 2(1),23–38. https://doi.org/10.36908/jimpa.v2i1.48
38. Wen, C., & Fang, J. (2014). The role of E-quality within the consumer decision making process. In International Journal of Operations and Production Management (Vol.34,Issue12). https://doi.org/10.1108/IJOPM-07-2013-0352
39. Wong, V., Turner, W., & Stoneman, P. (1996). Marketing Strategies and Market Prospects for Environment ally -Friend1 y Consumer Products. British Journal of Managemen, 7, 263–281.
40. Wulandari, P., & Ubaidillah, M. N. (2024). Islamic home financing products: a study of customer intentions in Indonesia. International Journal of Housing Markets andAnalysis,2023. https://doi.org/10.1108/IJHMA-10-2023-0138
41. Yerikho, B., Rahardjo, J., & Utomo, C. (2023). Peran Perilaku Spekulatif Dalam Memoderasi Pengambilan Keputusan Pembelian Rumah Generasi Milenial. Dimensi Utama Teknik Sipil, 10(2), 285–300. https://doi.org/10.9744/duts.10.2.285-300
42. Zhang, Y., Guan, L., & Jin, S. (2022). Trust and consumer confidence in the safety of dairy products in China. British Food Journal, 124(11), 3644–3665. https://doi.org/10.1108/BFJ-05-2021-0508
43. Zuliawaty Rajasa, E., Manap, A., Doddy Heka Ardana, P., Yusuf, M., Pelita Bangsa, U., Jayabaya, U., Ngurah Rai, U., Bandung, S., & Negeri Medan, P. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
2. Aziz, M. A. (2023). Studi Kebijakan Penguatan Program Perumahan Dalam Mewujudkan Kesejahteraan Bagi Pegawai Negeri Pada Polri. Jurnal Litbang Polri, 26(1),20–29. https://doi.org/10.46976/litbangpolri.v26i1.204
3. Bala, M., & Verma, D. (2018). A Critical Review of Digital. International Journal of Management,8(10),321–339. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505
4. Br. Ginting, H. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Produk Cat Nippon Paint. Jesya, 5(2), 2274–2287. https://doi.org/10.36778/jesya.v5i2.744
5. Dilla, S., & Ekha Putera, R. (2022). Analisis Implementasi Kebijakan KPR BTN pada Perumahan Nugraha Asri di Kenagarian Tabek Panjang Kecamatan Baso Kabupaten Agam. Transparansi : Jurnal Ilmiah Ilmu Administrasi, 4(2), 178–186. https://doi.org/10.31334/transparansi.v4i2.1767
6. Eichhorn, V., Miller, G., Michopoulou, E., & Buhalis, D. (2008). Enabling access to tourism through information schemes? Annals of Tourism Research, 35(1), 189–210. https://doi.org/10.1016/j.annals.2007.07.005
7. Eysenbach, G., Powell, J., Kuss, O., & Sa, E. R. (2002). Empirical studies assessing the quality of health information for consumers on the World Wide Web: A systematic review. Jama, 287(20), 2691–2700. https://doi.org/10.1001/jama.287.20.2691
8. Gao, L., & Bai, X. (2014). A unified perspective on the factors influencing consumer acceptance of internet of things technology. Asia Pacific Journal of Marketing and Logistics, 26(2), 211–231. https://doi.org/10.1108/APJML-06-2013-0061
9. Hair, J. F., Black, Jr, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. In Pearson New International Edition.
10. Han, H., & Ryu, K. (2012). The theory of repurchase decision-making (TRD): Identifying the critical factors in the post-purchase decision-making process. International Journal of Hospitality Management,31(3),786–797. https://doi.org/10.1016/j.ijhm.2011.09.015
11. Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4–21. https://doi.org/10.1287/mksc.19.1.4.15178
12. Imaningsih, E. S. (2018). The Model Of Product Quality, Promotion, Price, And Purchase Decisions. Jurnal Ekonomi, 23(2),260–271. https://doi.org/10.24912/je.v23i2.373
13. Jameaba, M. (2020). Digitization, FinTech Disruption, and Financial Stability: The Case of the Indonesian Banking Sector. SSRN Electronic Journal, 1–44. https://doi.org/10.2139/ssrn.3529924
14. Lymperopoulos, C., Chaniotakis, I. E., & Soureli, M. (2006). The importance of service quality in bank selection for mortgage loans. Managing Service Quality, 16(4), 365–379. https://doi.org/10.1108/09604520610675702
15. Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal Access in the Information Society, 14(1), 81–95. https://doi.org/10.1007/s10209-014-0348-1
16. Maria, S., Pusriadi, T., & Darma, D. (2020). The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. KnE Social Sciences, 2020,26–55. https://doi.org/10.18502/kss.v4i3.6373
17. Masrom, M. (2007). Technology acceptance model and E-learning. 12th International Conference on Education, May, 21–24.
18. Mohd Thas Thaker, H., & Chandra Sakaran, K. (2016). Prioritisation of key attributes influencing the decision to purchase a residential property in Malaysia: An analytic hierarchy process (AHP) approach. International Journal of Housing Markets and Analysis, 9(4), 446–467. https://doi.org/10.1108/IJHMA-09-2015-0052
19. Nandang, D. (2011). Pengaruh Urbanisasi Terhadap Tumbuhnya Rumah Bedeng Di Semarang. Maret, 6(2), 79–88. www.Kimpraswil.go.id/
20. Naw, M. Z. (2024). Yangon University of Economics Department of Commerce Master of Banking and Finance Programme Factors Affecting Consumer Purchase Decision on Life Insurance Product. 2023.
21. Nawawi, H. H. (2020). Penggunaan E-wallet di Kalangan Mahasiswa. Emik, 3(2), 189–205. https://doi.org/10.46918/emik.v3i2.697
22. Nursatyo, N., & Rosliani, D. (2018). Strategi Komunikasi Pemasaran Digital Situs Pembanding Harga Telunjuk.Com. Expose: Jurnal Ilmu Komunikasi, 1(2), 46. https://doi.org/10.33021/exp.v1i2.430
23. Osburg, V. S., Yoganathan, V., Brueckner, S., & Toporowski, W. (2020). How detailed product information strengthens eco-friendly consumption. Management Decision,58(6),1084–1099. https://doi.org/10.1108/MD-10-2017-1012
24. Ozarslan, S., & Eren, P. E. (2018). MobileCDP: A mobile framework for the consumer decision process. Information Systems Frontiers, 20(4), 803–824. https://doi.org/10.1007/s10796-015-9601-2
25. Pertiwi, R. D. (2024). Analysis of Consumer Perceptions of Financial Transparency in Insurance Product Marketing Practices in Indonesia. Atestasi : Jurnal Ilmiah Akuntansi, 7(2), 1288–1303. https://doi.org/10.57178/atestasi.v7i2.949
26. Pizzutti, C., Gonçalves, R., & Ferreira, M. (2022). Information search behavior at the post-purchase stage of the customer journey. Journal of the Academy of Marketing Science, 50(5), 981–1010. https://doi.org/10.1007/s11747-022-00864-9
27. Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies ISSN, 6(3), 2028–9324. http://www.ijias.issr-journals.org/
28. Prihatin, R. B. (2016). Alih Fungsi Lahan Di Perkotaan (Studi Kasus Di Kota Bandung Dan Yogyakarta). Jurnal Aspirasi, 6(2), 105–118. https://doi.org/10.22212/aspirasi.v6i2.507
29. R. Venkatesh. (2015). Mobile Marketing (From Marketing Strategy to Mobile Marketing Campaign Implementation). International Journal of Research, 2(2), 1175–1187. http://internationaljournalofresearch.org/
30. Silayoi, P., & Speece, M. (2019). Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
31. Sola Gratia, D., & Danu Prasetyo, A. (2021). Determining Factors Influencing the Price of Housing for First Time Home Buyer in Indonesia. International Journal of Accounting, Finance and Business, 6, 60–73.
32. Tran, H. T. T., & Corner, J. (2016). The impact of communication channels on mobile banking adoption. International Journal of Bank Marketing, 34(1), 78–109. https://doi.org/10.1108/IJBM-06-2014-0073
33. Ubaedilah, N., Puji Isyanto, & Asep Darojatul Romli. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Impulsif Pada Pengguna Tiktok Shop. Journal of Trends Economics and Accounting Research, 4(1), 46–56. https://doi.org/10.47065/jtear.v4i1.875
34. Ulfah, F., Nur, K., Salsabila, S., Safitri, Y., Evanita, S., & ... (2021). Analisis Strategi Pemasaran Online untuk Meningkatkan Daya Saing UMKM (Studi Keju Lasi). Jurnal Pendidikan …, 5, 2795–2805. https://www.jptam.org/index.php/jptam/article/view/1277%0Ahttps://www.jptam.org/index.php/jptam/article/download/1277/1146
35. Ullah, F., & Sepasgozar, S. M. E. (2020). Key factors influencing purchase or rent decisions in smart real estate investments: A system dynamics approach using online forum thread data. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114382
36. Verbeke, W. (2000). Influences on the consumer decision-making process towards fresh meat. British Food Journal, 102(7), 522–538.
37. Viani, D. O., Utami, M. F., Sari, N., & Wahyuni, N. (2022). Strategi Pemasaran Pembiayaan Kredit Kepemilikan Rumah (KPR) Griya Hasanah di Bank Syariah Indonesia KCP Demang pada masa Pandemi Covid-19. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 2(1),23–38. https://doi.org/10.36908/jimpa.v2i1.48
38. Wen, C., & Fang, J. (2014). The role of E-quality within the consumer decision making process. In International Journal of Operations and Production Management (Vol.34,Issue12). https://doi.org/10.1108/IJOPM-07-2013-0352
39. Wong, V., Turner, W., & Stoneman, P. (1996). Marketing Strategies and Market Prospects for Environment ally -Friend1 y Consumer Products. British Journal of Managemen, 7, 263–281.
40. Wulandari, P., & Ubaidillah, M. N. (2024). Islamic home financing products: a study of customer intentions in Indonesia. International Journal of Housing Markets andAnalysis,2023. https://doi.org/10.1108/IJHMA-10-2023-0138
41. Yerikho, B., Rahardjo, J., & Utomo, C. (2023). Peran Perilaku Spekulatif Dalam Memoderasi Pengambilan Keputusan Pembelian Rumah Generasi Milenial. Dimensi Utama Teknik Sipil, 10(2), 285–300. https://doi.org/10.9744/duts.10.2.285-300
42. Zhang, Y., Guan, L., & Jin, S. (2022). Trust and consumer confidence in the safety of dairy products in China. British Food Journal, 124(11), 3644–3665. https://doi.org/10.1108/BFJ-05-2021-0508
43. Zuliawaty Rajasa, E., Manap, A., Doddy Heka Ardana, P., Yusuf, M., Pelita Bangsa, U., Jayabaya, U., Ngurah Rai, U., Bandung, S., & Negeri Medan, P. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Authors
[1]
“Optimizing Information Accessibility and Ease of Mortgage Application: Its Impact on Simple Home Purchase Decisions”, Soc. sci. humanities j., vol. 9, no. 01, pp. 6490–6501, Jan. 2025, doi: 10.18535/sshj.v9i01.1606.
This work is licensed under a Creative Commons Attribution 4.0 International License.