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

DOI

10.2991/978-94-6239-709-5_28How to use a DOI?

Keywords

Subsidized Mortgages Digital Marketing Intensity; Service & Process Quality; Affordable Unit Availability; Financial Literacy; Low-Income Households

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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nurjan Ibrahim
AU  - Syamsu Alam
PY  - 2026
DA  - 2026/06/20
TI  - Balancing Financial Literacy and Marketing to Expand Subsidized Mortgage Access for Low-Income Households
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 393
EP  - 406
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_28
DO  - 10.2991/978-94-6239-709-5_28
ID  - Ibrahim2026
ER  -