Analysis of The Acceptance of Real Estate Online Platforms Among Millennials Using Unified Theory of Acceptance and Use of Technology (UTAUT)

Abstract

The housing business is a complex industry that involves a gradual process, starting from conceptualizing the area to implementing effective sales strategies. This sector can still be considered conventional, but the advancement of digitalization demands adaptation from property industry players. Real estate online platforms (REOP) have emerged as platforms that bridge the gap for industry players to go digital. Trust serves as the foundation for the intention to initiate change. This research aims to analyze the factors influencing the millennial generation in using REOP. The theoretical framework employed in this study is the Unified Theory of Acceptance and Use of Technology (UTAUT), with variables tested including performance expectancy, effort expectancy, social influence, and facilitation conditions. The results of this research are expected to provide insights into the behavioral intentions of the millennial generation in using REOP. The findings will benefit REOP platforms by informing their managerial decisions to improve services and attract millennial users, who are currently the target market for property purchases.