STRATEGI PEMASARAN APARTEMEN DI KOTA BANDUNG

• Main Author: Anwar (NIM : 28199153), Doddy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5065
• Institution: Institut Teknologi Bandung

<b>Abstract :</b><p align=\"justify\">The need of residency to reside people with an ideal and adequate facility, require a good plan related to the individual privacy and social environment. <br /> <p align=\"justify\">The price of land is becoming high and the new area available is becoming limited especially in the big city, such as Bandung. Due to the land price and limited area available for a residency especially in the big cities, the government has taken several policies to solve the forgoing issues. Among the policies is a vertically-developed house model. This is intended to optimize the uses of the limited new area available. <br /> <p align=\"justify\">PT. Panasia Indosyntex as anew developer has no a marketing strategy implemented in marketing its apartment product. The company should prepare a mid and long term marketing strategy (3-5 years) for the apartment to be built. Based on the forgoing issues, this research is conducted and wrote a topic \"The Marketing Strategy for Apartment in Bandung\". <br /> <p align=\"justify\">The purposes of this research is to identify the apartment consumers characteristics in Bandung City, to determine product positioning and targeting for target market as well as determine alternative strategy chosen. Data analyzing adopted in this research is Cluster and Discriminant Analysis. The data was collected by means of questionnaire and measurement technique was linkett scale. <br /> <p align=\"justify\">Based on the data and its analysis, this research take the conclusions such as : there were significant differences between interesting consumers and non interesting consumers to live in apartment. The interesting consumers could be used for the target market for the apartment to be offered. This research suggests a further research by taking in to account a wide sample for more accuracy. More sample means in presenting real condition of Bandung community. In addition, this research also suggests a marketing mix by improving marketing mix creatively and innovatively and implementation of this strategy soon after this apartment has been building. A continues observation of current situation and an environment changes that will affect this business. Finally, the strategy should also regularly evaluated and see the achievement of the plan strategy.