Digital Transformation in Property Marketing: Adapting to Post-Pandemic Consumer Behavior in Indonesia

Denpharanto Agung Krisprimandoyo; Suwandi Sumartias; Yudiana Indriastuti; M. Yus Firdaus; Garry Brumadyadisty

doi:10.55227/ijhess.v5i3.2048

Authors

Denpharanto Agung Krisprimandoyo School of Business and Management, Universitas Ciputra Surabaya, Indonesia
Suwandi Sumartias Padjadjaran University, Indonesia
Yudiana Indriastuti UPN "Veteran" Jawa Timur
M. Yus Firdaus Universitas Islam Syekh-Yusuf Tangerang, Indonesia
Garry Brumadyadisty Universitas Islam Syekh-Yusuf Tangerang, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v5i3.2048

Keywords:

digital transformation, property marketing, consumer behavior, post-pandemic market, digital marketing strategies

Abstract

The COVID-19 pandemic has accelerated changes in consumer behavior in Indonesia’s property sector, especially the shift toward digital channels. This study examines how digital transformation in property marketing shapes post pandemic consumer behavior and evaluates the mediating role of perceived value. A quantitative survey using structured closed ended questionnaires collected data from 100 respondents, consisting of 50 property consumers and 50 property industry professionals in Indonesian urban areas. The instrument measured digital transformation, perceived value, and consumer behavior on five point Likert scales. All constructs met standard reliability and validity criteria. Using Hayes’ PROCESS Macro Model 4, the results show that digital transformation has a positive and significant total effect on consumer behavior (b = 0.4512, p < 0.001). When perceived value is included, the direct effect remains significant (b = 0.3015, p = 0.001), and the indirect effect through perceived value is also significant (b = 0.1497, BootCI 0.0723 to 0.2341), indicating partial mediation. The model explains 22.5 percent of the variance in consumer behavior (R² = 0.225). Digital features such as virtual tours, real time interaction, and personalised services enhance perceived value, which strengthens trust, engagement, and purchase propensity. The findings highlight that property firms gain competitive advantage when they design customer oriented digital strategies that emphasise experiential value and digital trust in the post pandemic market

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