The Effects of Digital Marketing Integrity and Product Quality on Purchase Decisions: The Moderating Role of Macroeconomic Volatility
Published:
2026-09-30Downloads
Abstract
Macroeconomic volatility can influence consumers' purchasing decisions by increasing uncertainty and perceived financial risk, particularly in high-involvement property transactions. This study examines the effects of digital marketing integrity and product quality on property purchase decisions and investigates the moderating role of macroeconomic volatility. The study employs a quantitative explanatory design and uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed relationships. Data were collected from prospective residential property buyers in Samarinda and Balikpapan using purposive sampling. The research model incorporates digital marketing integrity, product quality, purchase decision, and macroeconomic volatility as a moderating construct. The analysis focuses on both direct effects and interaction effects between the independent variables and macroeconomic volatility. The findings are expected to demonstrate whether macroeconomic uncertainty strengthens or weakens the influence of digital marketing integrity and product quality on consumers' purchase decisions. The study contributes to the literature by positioning macroeconomic volatility not merely as an external market context but as a contingency factor that may alter consumer responses to marketing information and perceived product quality in high-involvement property markets.
Keywords:
Brand Trust Digital Marketing Product Quality Property Purchase Decision S-O-R FrameworkReferences
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Copyright (c) 2026 Erry Indramawan, Titin Ruliana, Meiki Permana
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