Balancing Financial Literacy and Marketing to Expand Subsidized Mortgage Access for Low-Income Households

Nurjan Ibrahim () and Syamsu Alam
Additional contact information
Nurjan Ibrahim: Hasanuddin University
Syamsu Alam: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 393-406 from Springer

Abstract: Abstract This study investigates the dual challenges of financial literacy and marketing strategy effectiveness in increasing the intention to apply for subsidized mortgages among low-income households (MBR) in Indonesia, specifically through PT Bank BTN (Persero) Tbk. The research proposes an integrated model combining Digital Marketing Intensity (DMI), Service & Process Quality (SPQ), and Affordable Unit Availability (AUA) as primary drivers of application intention, moderated by Financial Literacy (FL). Using a quantitative approach, we collected data from 122 low-income respondents in urban and rural areas, employing PLS-SEM to test direct effects and moderation. Our findings reveal that all three marketing levers DMI, SPQ, and AUA positively influence application intention, with SPQ exerting the strongest impact. Notably, Financial Literacy moderates these relationships, amplifying the effectiveness of marketing strategies, particularly for digitally-driven campaigns and service transparency. These results offer valuable insights into how financial education can complement digital marketing and service improvements, enhancing the accessibility of subsidized mortgages for low-income populations. The study contributes to the literature by integrating marketing and financial literacy into a single behavioral framework and provides actionable implications for both financial institutions and policy makers aiming to improve financial inclusion.

Keywords: Subsidized Mortgages Digital Marketing Intensity; Service & Process Quality; Affordable Unit Availability; Financial Literacy; Low-Income Households (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_28

Ordering information: This item can be ordered from
http://www.springer.com/9789462397095

DOI: 10.2991/978-94-6239-709-5_28

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().