The Influence of Social Media Marketing on Luxury Property Purchase Decisions In The Royal Calista Project, Batang Regency, Central Java Province

Taufik Nurahman1, Anton Mulyono Azis2, & Nurvita Trianasari3
Telkom University, Bandung, Indonesia1
Telkom University, Bandung, Indonesia2
Telkom University, Bandung, Indonesia3
Email Author(s): kipupikk@student.telkomuniversity.ac.id1 , antonmulyono@telkomuniversity.ac.id2, nurvitatrianasari@telkomuniversity.ac.id3
DOI – http://doi.org/10.37502/IJSMR.2025.9104  

Abstract

This study seeks to examine the impact of social media marketing on the purchasing decisions about luxury properties in The Royal Calista project, situated in Batang Regency, Central Java Province. This research employs a literature review methodology to analyze prior studies on the influence of digital marketing methods, specifically social media, on consumer behavior within the real estate sector. The Royal Calista, created by Cosmoland Development, employs digital marketing methods including Search Engine Optimization (SEO), Facebook Ads, and social media campaigns to expand its target market and improve the efficacy of its marketing initiatives in attracting prospective purchasers. This corresponds with the positioning thesis articulated by Jack Trout in his book, Positioning: The Battle for Your Mind, which asserts that a brand’s success is significantly contingent upon its ability to cultivate a robust image and secure a primary place in consumers’ consciousness. The data indicate that social media marketing substantially impacts luxury property purchasing decisions, especially in growing markets such as Batang Regency. This study’s results offer insights for real estate developers to refine their digital marketing tactics, hence improving promotional efficacy and sales conversion.

Keyword: Digital Marketing, Social Media, Purchasing Decisions, Consumer Behavior, Positioning

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