International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 3 (May-June 2025) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 3
May-June 2025

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

From Clicks to Clients: The Influence of Viral Marketing on Zoom Usage in Property Transactions in Indonesia

Author(s) Ms. Binti Clara Lavenia, Prof. Edy Yulianto, Prof. Kadarisman Hidayat
Country Indonesia
Abstract The COVID-19 pandemic heavily impacted Indonesia's property industry, with technology playing a crucial role in helping the industry navigate through the pandemic. 45% of property agents utilize communication platforms of Zoom to facilitate live private home tours since the pandemic started. This study examines the direct impact of Viral Marketing (VM) on the Decision to Use Zoom (DU) as well as the indirect impact through Perceived Ease of Use (PE) and Perceived Usefulness (PU) within the Indonesian property market. Utilizing the Technology Acceptance Model (TAM), this study introduces mediating variables PU and PU that have not been examined in prior research while investigating the decision to use Zoom application during the COVID-19 pandemic in Malang, Indonesia. This study is distinct from previous studies that mainly concentrated on financial services, internet banking, and e-commerce, by exploring the utilization of Zoom in property transactions. Data was gathered from property developer consumers in Malang using online questionnaires and analyzed with Structural Equation Modeling (SEM). The findings revealed that while VM do not directly affect DU, it significantly influenced PE and PU. PU is found to significantly mediate the relationship between VM and DU, whereas PE do not directly impact DU. These results underscore the importance of VM and PU in decision-making regarding Zoom use. For better adoption rates, Zoom should enhance VM strategies and effectively communicate its benefit.
Keywords Zoom; COVID-19; Viral Marketing; Technology Acceptance Model; Property Industry
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-24
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.45695
Short DOI https://doi.org/g9mn2v
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 3Cover Page Vol 7 Isu 2Cover Page Vol 7 Isu 1

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com