Analysis reveals superstitious behaviour and self-esteem significantly affect home purchase preferences, suggesting implications for marketers in the property sector.
This study examines the influence of superstitious behaviour and self-esteem on consumer preferences in home purchase decisions. The purpose of this study is to understand how superstitious behaviour and self-esteem affect the consumer decision-making process when choosing a house. A total of 243 respondents participated in this study, with 216 respondents providing valid answers. Data were collected using an online questionnaire, which was divided into two parts: respondent demographics and key factors related to superstition, self-esteem, and home purchase preferences. The analysis was conducted using Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The results showed that superstitious behaviour and self-esteem had a significant effect on home purchase preferences. Specifically, individuals with higher levels of superstitious beliefs tend to consider symbolic aspects, such as luck, in home purchase decisions. In addition, high self-esteem is associated with a preference for choosing a house that reflects personal values and social status. This study contributes to the understanding of factors that influence consumer preferences in home purchase decisions, as well as providing insights for marketers and policy makers in the property sector.
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Liliana Chandra (2025) studied this question.
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