CONSUMER PERCEPTION TOWARDS REAL ESTATE ONLINE MARKETING

Abstract

Today’s internet usage is no longer limited as a networking media, but it is also being used as a main way of transaction for consumers at global market. The usage of internet was grown rapidly over the past years and it has become a major ways for delivery and trading information, services and goods. Therefore, the objectives of this study are to investigate the perception of people in buying real estate by using online medium marketing as well as to identify the key factors in influencing consumer decision towards marketing medium in online shopping for real estate product. This study adopted quantitative research approach in answering research objectives. The findings were based on the 320 set of questionnaires distributed to the professional workers and administration staffs in the Universiti Tun Hussein Onn Malaysia, and subsequently was analysed by using SPSS software. From the results, majority of the respondents were satisfied about the awareness of using online medium marketing due to the security, usefulness, ease of use, and privacy. Moreover, the results had identified six factors in influencing consumer decision towards online marketing namely; Confidentiality of Information, Experiences from forum groups, reliability information, Experiences from peers, saving time and convenience. Hopefully this research will help the sellers, marketers and researcher in improve visibility and reach a much bigger customer base hence it will improve profits by manipulating the available opportunities and also adding knowledge in marketing strategies.