Social Media Marketing, Personal Selling, and Price Perception on Purchase Decision through Purchase Intention with Experience Environment as a Moderator

Abstract

This study examines the influence of social media marketing, personal selling, and price perception on purchase decision, mediated by purchase intention and moderated by experience environment, within the Indonesian residential property sector. Drawing on the Theory of Planned Behavior, Servicescape theory, and the Stimulus-Organism-Response framework, an integrative model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA) on data collected from 304 confirmed buyers at CitraLand Tallasa City Makassar. Results confirm that price perception constitutes the dominant predictor of purchase intention, followed by social media marketing, while personal selling yields a non-significant sufficiency-based effect. Purchase intention and experience environment both exert significant direct effects on purchase decision. Purchase intention fully mediates the effects of price perception and social media marketing on purchase decision, whereas the hypothesised moderating role of experience environment is not supported. NCA establishes that all five constructs represent necessary conditions of medium magnitude, with experience environment imposing the most binding prerequisite constraint. The integrated NCA–PLS-SEM approach reveals that achieving superior purchase decision outcomes demands simultaneously adequate performance across all conditions. These findings advance theoretical understanding of high-involvement consumer decision-making and provide actionable guidance for property developers in emerging residential markets.