The Effect of Digital Advertising of Real Estate Firms on Consumers’ Buying Decision in Tagbilaran City, Bohol

Abstract

This study focuses on the effect of digital advertising of real estate firms on consumers' buying decisions. Two hundred potential residential real estate buyers in Tagbilaran City, Bohol, were randomly chosen using the Cochran sampling method. To gather the needed data, the researchers used a quantitative survey method, in which they distributed the modified survey questionnaires to the respondents in the said area. The method is appropriate to determine the Effect of Digital Advertising of Real Estate Firms on Consumers' Buying Decision in Tagbilaran City, Bohol. The study revealed that the digital advertising of real estate firms has positively and significantly influenced consumers' buying decisions towards buying products. Real estate companies effectively utilize the source, message, and channel factors in advertising and significantly and positively impact consumers' buying decisions. While other demographic characteristics do not significantly alter the effectiveness of digital advertising, the source of income does, indicating the need for targeted strategies based on financial stability and income sources. The researchers recommend that real estate firms continue investing in digital advertising, leveraging multiple channels, and tailoring messages to maximize impact while considering the diversity in income sources of potential buyers when designing and targeting their digital marketing campaigns