THE INFLUENCE OF VIRTUAL REALITY ON PRODUCT PURCHASE INTENTION IN PROPERTY INDUSTRY (CASE STUDY: PT QOUDAU SUKSES PROPERTINDO)

• Main Author: Muhammad Indrastiadi, Jorgie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64702
• Institution: Institut Teknologi Bandung

Over the past few years, the Virtual Reality (VR) application has increased due to technological advancements and increased accessibility of smart devices. Through Virtual Reality, potential customers can try and interact, saving the time and effort needed to make purchasing decisions. The purpose of this study is to examine the influence of Virtual Reality on the Intention of Product Purchase among prospective property buyers; and whether there is a relationship between technology use and customer purchasing intention. Because of many property companies in Indonesia already used VR devices for their promotional media but they still have not known their influence on customer product purchase intention. This research is based on the theory of Technology Acceptance Model (TAM), and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Quantitative research approaches were followed by a survey with total of respondents is 103 of the premiere 2 Cibubur property seekers at Mall Ciputra Cibubur. The 360 application from Premiere 2 Property is used to be tested in VR devices. Partial Least Square (PLS) is used to examine the relationship between the use of Virtual Reality and the purchase intention of property products. The findings of this study indicate that VR technology has an influence on the intention of product purchases in property. The technology characteristics that were of high importance included information about products (Product Information), virtual interactions with products (Telepresence)and ease of using technology. This finding is beneficial for managers to satisfy their customers and give them a unique experience through VR technology that is embedded in marketing, which serves as a powerful tool to retain customers and build unique competitive advantages.