Anindya Rasya Salsabila, . (2026) PENGARUH PEMANFAATAN DIGITAL TERHADAP PERFORMA PEMASARAN AGEN PROPERTI DI BRIGHTON REAL ESTATE HARMONY DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to determine the effect of digital utilization on the marketing performance of property agents at Brighton Harmony Depok. The development of digital technology has transformed property marketing activities, making digital utilization one of the factors that can support the improvement of property agents’ marketing performance. This study employed a quantitative associative approach using a survey method. The population consisted of 160 property agents at Brighton Harmony Depok. The sample size was determined using Slovin’s formula, resulting in 114 respondents. The sampling technique used was proportionate stratified random sampling based on generational groups, namely Baby Boomers, Generation X, Generation Y, and Generation Z. Data were collected through questionnaires and analyzed using simple linear regression using SPSS version 25. The results showed that digital utilization has a positive and significant effect on the marketing performance of property agents at Brighton Harmony Depok. The simple linear regression analysis indicated a significance value of 0.000 < 0.05 and a t-value of 9.579, confirming that the research hypothesis was accepted. The regression coefficient was 0.820, indicating a positive effect, while the coefficient of determination (R Square) was 0.450, indicating that digital utilization explained 45.0% of the variation in marketing performance, with the remaining 55.0% influenced by other factors outside the scope of this study. For the digital utilization variable, the highest mean score was recorded in the Task–Technology Fit dimension with a score of 3.56, while the lowest mean score was recorded in the Performance Support dimension with a score of 3.44. For the marketing performance variable, the highest mean score was found in the Efficiency dimension with a score of 3.33, whereas the lowest mean score was found in the Decision Quality dimension with a score of 3.19. Based on the generational groups, Generation Z achieved the highest mean scores in digital utilization at 3.64 and marketing performance at 3.63, whereas the Baby Boomer generation recorded the lowest mean scores in digital utilization at 3.12 and marketing performance at 3.04. These findings indicate that the higher the level of digital utilization among property agents, the higher their marketing performance. Keywords: Digital Utilization, Task-Technology Fit, Marketing Performance, Property Agents, Simple Linear Regression.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411156] [Pembimbing: Windhiadi Yoga Sembada] [Penguji 1: Damayanti] [Penguji 2: Zayyin Abdul Quddus] |
| Uncontrolled Keywords: | Digital Utilization, Task-Technology Fit, Marketing Performance, Property Agents, Simple Linear Regression |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ANINDYA RASYA SALSABILA |
| Date Deposited: | 01 Sep 2026 07:05 |
| Last Modified: | 01 Sep 2026 07:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53030 |
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