Nurfadzillah Ishak
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Preferred name
Nurfadzillah Ishak
Official Name
Nurfadzillah, Ishak
Alternative Name
Ishak, Nurfadzillah
Binti Ishak, Nurfadzillah
Ishak, N.
Main Affiliation
Scopus Author ID
57200613090
Researcher ID
DUL-4821-2022

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  • Publication
    Augmented Reality (AR) as A Promotion Tool in Influencing Housing Purchase Intention
    ( 2023-02-01)
    Fazdliel Aswad Ibrahim
    ;
    Boying W.
    ;
    Shafiei M.W.M.
    ;
    Razak R.A.
    ;
    Nurfadzillah Ishak
    Contemporary rapid technological transformation demands the most optimal marketing approach to ensure organisational survival in a highly competitive business environment. Numerous studies were conducted to focus on selecting appropriate promotion tools, such as e-marketing, social media, and extended reality (XR) applications, to be applied in the current marketing methods. Nonetheless, the technological advancement availability was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote relevant products. Furthermore, minimal research was performed to investigate the effects of augmented reality (AR) applications in the property sector to encourage consumer purchases. The current study aims to determine the relationship between AR applications and potential house buyers’ purchase intention. Respondents were recruited based on the stipulated inclusion criteria, namely age and monthly income. A total of 130 survey booklets with housing design stimuli in the AR applications were distributed for self-completion. Resultantly, 100 completed booklets were returned. The findings revealed that AR applications possessed a significant moderate correlation with potential house buyers’ purchase intention. The results contributed additional insights into the existing marketing and consumer behaviour literature and provided several implications on the AR application potential as a property developers’ promotion tool.
  • Publication
    Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase
    ( 2023-01-01)
    Fazdliel Aswad Ibrahim
    ;
    Nurfadzillah Ishak
    ;
    Woon J.K.Y.
    ;
    Boying W.
    ;
    Shafiei M.W.M.
    ;
    Ismail R.
    ;
    Razak R.A.
    This study aims to investigate the response from selected potential buyers on the marketing communication channel by using the application of virtual reality (VR) in new housing schemes. The objective of this study is to test the hypothesis relating to the channel attributes and potential buyers' purchase intentions through a within-subject design with 100 prospective house buyers. Data were analysed using correlation analysis in IBM SPSS software. It was found that the channel attributes are related to the house purchase intention as indicated by correlation values of 0.793, which indicates strong correlations. As the study uses a quantitative survey method, the data obtained may not be as precise as data obtained using a qualitative research method. Respondents can only select a few options, making it harder for them to express their true opinions. As a contribution to the housing industry, this study emphasizes the importance of VR house models in marketing communication by providing useful empirical results and recommendations based on the research results. The study integrates the current knowledge derived from the research conceptual framework to develop a smart real estate marketing strategy using VR.