FUNCTIONAL VALUE AS A PREDICTOR OF PURCHASE INTENTION: EVIDENCE OF MEDIATION BY DIGITAL CONTENT MARKETING IN THE HOUSING MARKET

This study examines the effect of Functional Value on Purchase Intention with Digital Content Marketing as a mediating factor in the residential property market of South Tangerang. As digital platforms increasingly shape consumer evaluation processes, the interaction between perceived functional benefits and digital content becomes crucial in influencing purchase decisions. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), this study analyzes data collected through structured questionnaires. The findings show that Functional Value significantly enhances both Digital Content Marketing and Purchase Intention. Digital Content Marketing also has a significant positive effect on Purchase Intention and partially mediates the relationship between Functional Value and Purchase Intention. These results indicate that while functional attributes remain fundamental drivers of purchase intention, their impact is amplified when communicated through engaging and informative digital content. The study underscores the importance for property developers and marketers to integrate strong functional features with effective digital communication strategies to optimize consumer engagement and strengthen purchasing outcomes.