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

Dina Kurnia Sari; Dhian Tyas Untari; M Fadhli Nursal

doi:10.26458/jedep.v8i2.618

Autori

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

Cuvinte cheie:

Property Sector, Housing, Bekasi, West Java

Rezumat

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.

Biografie autor

Dina Kurnia Sari, Universitas Bhayangakara Jakarta Raya

Marketing Management, Regional Planning, Ecotourism Management

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