THE EFFECT OF DIGITAL TOUCHPOINT USAGE, CUSTOMER EXPERIENCE, AND CUSTOMER SATISFACTION ON MILLENNIALS’ RESIDENTIAL REAL ESTATE PURCHASE INTENTION IN INDONESIA

• Main Author: Rahma Pramadani, Hannisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72862
• Institution: Institut Teknologi Bandung

The residential real estate industry is one of the ever-growing industries in Indonesia, as it serves the basic needs of the people, and is one of the most popular investment choices. On the other hand, the rapid development of technology has driven the emergence of new and various digital touchpoints, adding to the complexity of customers’ journey and experience in the real estate industry. Additionally, Millennials, who value online information highly, will dominate as real estate buyers soon. However, the phenomenon of digitalization in the context of residential real estate marketing has not been explored as much as in other industries. Therefore, this research aims to discover the current customer journey and the use of various touchpoints throughout the process, as well as the influence of digital touchpoints, customer experience, and customer satisfaction on Millennials’ purchase intention. Qualitative and quantitative research are both conducted in this research, and the data are collected from five interview participants and 396 survey respondents. The data are processed through open-coding, multiple response set analysis, and PLS-SEM. From the analysis, it is revealed that customers use various touchpoints in the customer journey, not limited to only digital touchpoints. Furthermore, digital touchpoint quality influences purchase intention through the mediating role of customer satisfaction. Interestingly, digital touchpoint quality affects customer experience, but customer experience does not affect customer satisfaction significantly. The findings of this research contribute to the expansion of knowledge about digital touchpoint usage and its effect, especially in the real estate industry.