STRATEGI RENCANA PEMASARAN PERUMAHAN DALAM MENINGKATKAN PENJUALAN DI PT. SUBUR ABADI PUTRA
DOI:
https://doi.org/10.61612/jpn.v5i1.117Keywords:
Marketing Strategy, Housing , SalesAbstract
This study aims to analyze the housing marketing strategy implemented by PT. Subur Abadi Putra at Cilame Permai Housing is in an effort to increase sales amid fierce market competition. The research method uses a qualitative approach with exploration techniques directly to the research object, so that problems can be identified and analyzed in depth. The results of the study show that the marketing strategy used by the company includes marketing indicators such as sales volume, sales growth rate, closing rate, return on investment, market share, customer satisfaction, and brand awareness. In addition, the dimensions of the marketing strategy applied include market segmentation, targeting, positioning, marketing mix, digital marketing, direct sales, public relations strategies, and product and service innovation. These findings show that through comprehensive marketing strategy planning and evaluation, PT. Subur Abadi Putra can identify strengths, weaknesses, and market opportunities, so that it is able to strengthen competitiveness and increase sales in Cilame Permai Housing.
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