Consumer Perception Towards Online Property Marketing

Ibrahim, Nurul Amira (2017) Consumer Perception Towards Online Property Marketing. Other thesis, Universiti Tun Hussein Onn Malaysia.

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Abstract

The purpose of this study is to investigate the consumer perception that might be one of the most important issues of e-commerce and marketing field. First the objective of this study is to investigate the perception of people in buying property using online medium marketing. This goal has been followed by using a Technology Acceptance Model examining the impact of perceived risks, trust, ease of use and usefulness on attitude toward online shopping marketing. Second objective is to investigate the consumer purchase decision whereas a few variables are selected. To achieved these objectives, 320 questionnaires dispersed among professional workers, administrative staff and engineer/assistant engineer in the Universiti Tun Hussein Onn. In this research, data was analysed use SPSS software which includes frequency, percentage and mean score. The results were then presented in the form of tables and graphs. The results showed that majority of the respondents were satisfied about the awareness of using online medium marketing due to the security, usefulness, ease of use, and privacy. For the second objectives, respondents were agreed about the factors mentioned in the research in influencing consumer decision towards online shopping for real estate products using online marketing. 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.

Item Type: Thesis (Other)
Uncontrolled Keywords: Consumer Perception, Marketing, Consumer Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Technology Management and Business > Department of Real Estate Management
Depositing User: Real Estate Management
Date Deposited: 21 Feb 2018 00:00
Last Modified: 21 Feb 2018 00:00
URI: http://ethesis.uthm.edu.my/id/eprint/308

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