Digital Marketing Transparency and Its Impact on Investor Perception and Investment Intention in the Construction Sector: A Study in West Java
DOI:
https://doi.org/10.38035/dijemss.v7i4.6328Keywords:
Digital Marketing, Transparency, Investor Perception, Investment Intention, Construction Industry, West JavaAbstract
The construction industry has increasingly relied on digital marketing channels to communicate corporate information to potential investors, particularly in regions experiencing rapid infrastructure development such as West Java. In this context, transparency in digital marketing has become a critical factor influencing how investors perceive firms and evaluate investment opportunities. This study aims to examine the effect of digital marketing transparency on investor perception and its implication for investment intention in the construction sector in West Java. This study employs a quantitative research approach using a survey method. Data were collected from individual and institutional investors who have invested or intend to invest in construction companies operating in West Java. The data were analyzed using Structural Equation Modeling (SEM) to examine the relationships between digital marketing transparency, investor perception, and investment intention. The results indicate that digital marketing transparency has a positive and significant effect on investor perception. Furthermore, investor perception significantly influences investment intention. The findings also reveal that investor perception mediates the relationship between digital marketing transparency and investment intention. These results suggest that transparent digital marketing practices such as clear disclosure of project information, financial performance, and risk communication play an essential role in shaping investor confidence and behavioral intention in the construction sector. This study contributes to marketing and investment behavior literature by extending the application of digital marketing transparency to the investor context, particularly within the construction industry. Practically, the findings highlight the importance for construction firms to adopt transparent digital communication strategies to enhance investor perception and attract sustainable investment in regional infrastructure development.
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