Development of the Property Marketing Strategy; Case Study at Risma Jihan Akbar Housing Developer, Bekasi - West Java

Authors

  • Dina Kurnia Sari Universitas Bhayangakara Jakarta Raya
  • Dhian Tyas Untari Bhayangkara Jakarta Raya University
  • M Fadhli Nursal Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.26458/jedep.v8i2.618

Keywords:

Property Sector, Housing, Bekasi, West Java

Abstract

Bekasi is one of the buffer zones that has a fairly high population density, population density will be followed by high demand for property / houses. Based on this background, the research aims to develop a property marketing strategy with a case study on Risma Jihan Akbar (RJA). Mix method was used in this study, by involving consumers and management of RJA as respondents. Processing data using the EFAS/IFAS and Grand Strategy Matrix. The results of the study show that RJA is currently quite good in its marketing strategy, however, the very narrow segmentation causes RJA to be less well known to the public.

Author Biography

Dina Kurnia Sari, Universitas Bhayangakara Jakarta Raya

Marketing Management, Regional Planning, Ecotourism Management

References

Anonim. (2007). UU No. 4 Tahun 1992 tentang Perumahan dan Permukiman. Jakarta.

Arikunto, S. (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta. Hal. 221.

Assauri,A. (2015). Manajemen Pemasaran. (Jakarta: Rajawali Pers, 2015), hal. 167-168.

Freddy Rangkuti. (2008). Analisis SWOT Teknik Membedah Kasus Bisnis. hal. 51.

Frick dan Mulyani. (2006). Arsitektur Ekologis. Seri eko-arsitektur2. Yogyakarta: Kanisius.

Ghozali. (2005). Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP. Hal. 46.

Idrus, Muhammad. (2007). Metode Penelitian Ilmu-ilmu Sosial (Pendekatan Kualitatif Dan Kuantitatif). (Yogyakarta: UII Press Yogyakarta).

Kotler dan Amstrong. (2012). Prinsip-prinsip Pemasaran. Jakarta: Erlangga. Edisi ke-13, Jilid 1 hal. 62.

Sadana, A. (2014). Perencanaan Kawasan Pemukiman. Graha Ilmu. Yogyakarta.

Solahudin, A. (2015). Properti Indonesia. [Online]. Tersedia : https://www.propertyindonesia.co.id/properti-di-bekasi-pertumbuhan mencapai-7201/. Diakses 17 Februari 2019.

Sugiyono. (2011). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta. Hal. 18.

Sugiyono. (2016). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta. Hal. 2.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta. Hal. 80.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.

Sunyoto, D. (2012). Dasar-Dasar Manajemen Pemasaran, (Yogyakarta: CAPS, 2012).

Untari, D.T. (2016). The Potential Development of Betawi Culinary as an Ecotourism Product in Jakarta. Binus Business Review, 7(3). P. 275-280

Umar, Husein. (2008). Metode Penelitian Untuk Skripsi Dan Tesis Bisnis. Jakarta: PT. Rajagrafindo Persada. Hal. 65.

______, 2015. [Online]. Tersedia : https://www.99.co/blog/indonesia/perkembangan-properti-di-kota-bekasi sangat-menjanjikan/. Diakses 17 Februari 2019.

____, GRED Properti. [Online]. Tersedia di: https://gredproperti.id/tentang-kami/. Diakses 13 Februari 2019.

______, Badan Pusat Statistik Kota Bekasi. https://bekasikota.bps.go.id/. Diakses 17 Februari 2019.

Downloads

Published

2019-04-11

Issue

Section

Articles