Magdalyna, Sonya Nadhea (2026) Eksplorasi Pengalaman Agen Properti Dalam Perspektif Relationship Marketing, Self-Determination dan Role Theory. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Periode pascapandemi COVID-19 memunculkan perubahan signifikan dalam perilaku konsumen dan ekosistem pemasaran properti, ditandai dengan akselerasi digitalisasi, meningkatnya kritikalitas klien, dan tuntutan transparansi berbasis bukti. Penelitian ini bertujuan mengeksplorasi bagaimana agen properti memaknai dan menavigasi perubahan strategi pemasaran serta membangun hubungan relasional dengan klien melalui perspektif Relationship Marketing Theory, Role Theory, dan Self-Determination Theory. Menggunakan pendekatan kualitatif interpretative descriptive dengan thematic analysis, penelitian ini melibatkan lima belas agen properti dan tiga klien residensial–komersial di Surabaya. Hasil penelitian menunjukkan bahwa agen properti tidak hanya mengalami transformasi digital, tetapi juga perluasan identitas profesional menuju peran konsultan, edukator legalitas, mediator, dan analis pasar. Relasi dengan klien mengalami pergeseran dari kepercayaan berbasis kedekatan interpersonal menuju evidence-driven trust, yang dibangun melalui transparansi data, literasi legalitas, dan konsistensi komunikasi. Temuan ini memperkaya Relationship Marketing Theory melalui pemaknaan baru atas kepercayaan berbasis bukti, memperluas Role Theory dalam konteks peran multiplikatif agen, serta menegaskan peran motivasi intrinsic, autonomy, competence, dan relatedness dalam ketahanan profesional agen properti pascapandemi. Dari perspektif pembangunan berkelanjutan, penelitian ini relevan dengan Sustainable Development Goals (SDGs), khususnya Sustainable Development Goals 8 (Pekerjaan Layak & Pertumbuhan Ekonomi) dan 9 ( Inovasi & Infrastruktur), dengan menunjukkan bagaimana digitalisasi, inovasi, dan profesionalisasi kerja agen dapat mendukung praktik pemasaran properti yang adaptif, etis, dan strategi berkelanjutan.
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The post–COVID-19 period has brought significant changes to consumer behavior and the real estate marketing ecosystem, characterized by accelerated digitalization, increased client criticality, and growing demands for evidence-based transparency. This study aims to explore how real estate agents interpret and navigate changes in marketing strategies and relational practices in the post-pandemic era through the lenses of Relationship Marketing Theory, Role Theory, and Self-Determination Theory. Adopting an interpretative descriptive qualitative approach with thematic analysis, this study involved fifteen real estate agents and three residential–commercial clients in Surabaya, Indonesia. The findings reveal that real estate agents have not only undergone digital transformation in their marketing practices but have also experienced an expansion of professional identity toward roles as consultants, legal educators, mediators, and market analysts. Client relationships have shifted from interpersonal closeness–based trust toward evidence-driven trust, built through data transparency, legal literacy, and consistent communication. These findings extend Relationship Marketing Theory by reconceptualizing trust as an evidence-based construct, enrich Role Theory by highlighting the emergence of multiplicative professional roles, and reinforce the relevance of intrinsic motivation autonomy, competence, and relatedness as proposed by Self-Determination Theory in sustaining agents’ professional resilience. From a sustainable development perspective, this study aligns with the Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure), by demonstrating how digitalization, innovation, and professionalization of real estate agents contribute to adaptive, ethical, and sustainable marketing practices in the post-pandemic context.
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