Pengaruh website quality dan virtual reality terhadap purchase intention pada industri properti dengan customer satisfaction sebagai mediasi
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Abstract
Through the development of technology, there’s changes in the way of marketing form conventional methods to digital marketing. Digital marketing is growing where people meet other through internet. This can be opportunities for digital marketing to develop in all industrial sectors, and one of it is property industry in Indonesia. Specifically, this thesis will be focusing on housing. Property requires services and product approach. Website and Virtual reality are digital services that can represent marketing on property industry. This study will use the S-O-R (Stimulus – Organism – Response) theory. Where the Website quality and Virtual reality acts as stimulus, customer satisfaction acts as an organism and purchase intention acts as a response. This study aims to determine the effect of Website quality and Virtual reality on Purchase intention either directly or indirectly (full mediation of customer satisfaction). This study uses quantitative method with questionnaire as a data collection tool. The research sample are Jabodetabek people with a minimum age of 18 years old and wanting to own a house in the next 10 years. Through this research it is known that website quality and Virtual reality has an insignificant effect on purchase intention directly. However, website quality and Virtual reality have significant influence on purchase intention indirectly or by mediating customer satisfaction.
Melalui perkembangan teknologi, adanya perubahan cara pemasaran dari cara konvensional menjadi teknologi. Pemasaran secara digital semakin berkembang, dimana semua orang menghindari pertemuan tatap muka dan membuat mayoritas penduduk Indonesia terhubung dengan internet. Hal ini dijadikan peluang bagi digital marketing untuk berkembang pada semua sektor industri, termasuk industri properti di Indonesia. Penelitian ini difokuskan pada sektor perumahan. Pemasaran properti sendiri membutuhkan pendekatan dari dimensi layanan dan produk. Website dan Virtual reality merupakan layanan digital yang dapat mewakilkan pemasaran pada industri properti. Penelitian ini akan menggunakan teori S-O-R (Stimulus – Organism – Response). Dimana website quality dn Virtual reality berperan sebagai stimulus, customer satisfaction berperan sebagai organism dan purchase intention berperan sebagai response. Penelitian ini bertujuan untuk mengetahui pengaruh Website quality dan Virtual reality terhadap Purchase intention baik secara langsung maupun tidak langsung (dengan mediasi Customer satisfaction). Penelitian ini menggunakan metode kuantitatif dengan kuesioner sebagai alat pengumpulan data. Sampel penelitian merupakan rakyat Jabodetabek dengan umur minimal 18 tahun dan ingin memiliki rumah dalam 10 tahun kedepan. Melalui penelitian ini diketahui bahwa website quality dan virtual reality memiliki pengaruh yang tidak signifikan terhadap purchase intention secara langsung. Namun, website quality dan virtual reality memiliki pengaruh yang signifikan terhadap purchase intention secara tidak langsung atau dengan mediasi customer satisfaction.
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