PROPOSED MARKETING STRATEGY FOR PT DWIPUTRA SABARAYA KANCANA (CASE STUDY : RASAMALA HOUSING CLUSTER)

• Main Author: Teja Inten, Sekar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42194
• Institution: Institut Teknologi Bandung

Housing is one of the property sectors that has attractive prospects. This was caused by the demand for houses which were not solely for living quarters. Houses have unique aspects, the demand has two sides based on two motives, namely consumption motives and investment motives (Arrondel, Badenes and Spradaro, 2010). PT. Dwiputra Sabaraya Kancana as one of the housing developers in the city of Bandung for the upper middle market segment. Competing in the market segment is certainly not without obstacles, the intensifying intensity of competition due to the increase in the number of same developers and the number of town houses that were built in the city of Bandung. Based on the data, sales for Rasamala cluster have not reached the predetermined target. This shows that the company's marketing strategy is not optimal in influencing consumers to buy a house at PT. Dwiputra Sabaraya Kancana. This study uses external analysis to understand the environment that affects business by using PESTEL Analysis, Porter 5 forces, customer analysis and competitor analysis. And also, internal analysis to determine the strengths and weaknesses of the business by using STP analysis and marketing mix consists of place, price, promotion, and product, then formulating a SWOT, that will be lead the research to know the root cause. The survey is divided into four sections such as demographics, consumer knowledge about the company, marketing mix, and purchase intentions. The quantitative survey was carried out by directly distributing questionnaires to 100 respondents and using descriptive analysis and regression to get the results. Based on the results of the analysis show that the variable that has the greatest influence on purchasing decisions is place. The first priority is place strategy because of the location is a strategic, with so many accesses housing can provide convenience for consumers to go to location, so that it can attract consumer interest. Price strategy is done by providing convenience in payment, that is, it can be done by hard cash, cash step by step, and by credit (KPR). Promotion strategy by doing it intensively and effectively at print media and electronic / online media. While the product strategy done with the development of quality products, durable and follow the trend by using good raw materials and labor the expert