THE INFLUENCE OF SOCIAL MEDIA, REFERENCES, AND BELOW THE LINE MARKETING ON PURCHASING DECISIONS MEDIATED BY WALK-IN CUSTOMERS AT JAVA RESIDENCE

Abstract

Increasing competition in the property industry has encouraged companies to implement effective marketing strategies to enhance consumers' purchasing decisions. This study aims to analyze the influence of social media, references, and below-the-line marketing on purchasing decisions, with walk-in customer serving as a mediating variable at Java Residence. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 180 Java Residence consumers selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that social media, references, and below-the-line marketing have a positive and significant effect on walk-in customer. Furthermore, social media, references, below-the-line marketing, and walk-in customer also have a positive and significant effect on purchasing decisions. The mediation analysis reveals that walk-in customer significantly mediates the effects of social media, references, and below-the-line marketing on purchasing decisions. The findings also demonstrate that walk-in customer is the most influential factor affecting purchasing decisions, while among the marketing variables, references exert the strongest direct effect on purchasing decisions compared with social media and below-the-line marketing. These findings suggest that enhancing the effectiveness of digital marketing strategies, strengthening customer referral programs, optimizing below-the-line promotional activities, and improving customers' on-site visiting experience can serve as effective strategies for increasing purchasing decisions at Java Residence.