Fazdliel Aswad Ibrahim
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Preferred name
Fazdliel Aswad Ibrahim
Official Name
Fazdliel Aswad, Ibrahim
Alternative Name
Ibrahim, Fazdliel Aswad
Ibrahim, F. A.
Main Affiliation
Scopus Author ID
57216482596
Researcher ID
ABH-3906-2020

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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.

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Publication

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

2023-01-01 , Fazdliel Aswad Ibrahim , Boying W. , Nur Soleha Abdul Rahim , Mohd Shafiei M.W. , Zainol N.Z.

Rapid emergence of technology communication has demanded the business organization to adapt with the most optimal marketing approach to ensure long-term survival in the modern business environment. Research on technologies adaptation in relation to marketing were conducted in various sectors in order to study the marketing communication channels in persuading targeted customers to purchase the selling products or utilize the services offered in the market. In contrast, the advancement of technology was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote their selling house. Accordingly, this research is aimed at investigating the effect of marketing communication channels via the adoption of AR to encourage the intention to purchase among the targeted house buyers. A total of 130 booklets of survey forms were distributed using the self-administered method along with the prompt material of housing design in AR applications. In return, 100 booklets of survey forms were received. As a result, the findings indicated that AR application as a marketing communication channel has an impact on the intention to purchase among potential house buyers. It is expected that AR technologies would create a new norm with extraordinary modification and advancement to promote housing projects and provide guidance to the developer. This initiative is able to improve their marketing communication, thus attracting house buyers based on their interests.

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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.

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