PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE BUYER’S DECISION TO BUY HOUSE (CASE STUDY : PT. SEDULUR GUYUB RUKUN)

• Main Author: Chrisna Adi, Radityo
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41750
• Institution: Institut Teknologi Bandung

PT. Sedulur Guyub Rukun is a company engaged in housing, construction and supply of building materials, with main business as house developer with the name of the housing namely Jombang Citra Raya. The company main product is premium-class homes for Jombang residents. In previous years, the company experienced a decrease of product sales because company’s marketing strategy are underperformed to gain customers. This study aims to solve the decrease of sales and to find the root of the problems that causes the issue. The research method used is the analysis of quantitative and qualitative data. Research method are use to find problems in this company from internal and external analysis. Internal analysis starts from analysis, Marketing mix (4P), STP analysis (Segmenting, Targeting, Positioning). In-depth interview analysis, while for external analysis. Using the Power of Five Porters, Analysis of competitors and questionnaires to the target market. Fishbone diagram are used to describe the root of the problems and its find the main problem is low of purchasing decision by the customers to buy the company’s product. The main problem causes the decreases of sales in this company and PT. Sedulur Guyub Rukun thus unable to attract the target market in buying products with existing marketing strategy, this study will provide solutions in the form of new marketing strategies and IMC (Integrated marketing communication) to improve buyer’s decisions to buy the products. The finding shows that the most significant factor to influence the customer to buy a house is products and the least significant factor is prices. The findings are uses to formulate as the content for new marketing strategy and IMC plan. The proposed strategy supposed to increase buyer’s decision and increase the sales of the company, implementation plan for the marketing strategy in this research stated in time schedule plan, risk management and budget plan