PROPOSED MARKETING STRATEGY FOR PT. DARMA KARYAPUTRA MANDIRI TO INCREASE SALES

• Main Author: Firdaus, Faisal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74495
• Institution: Institut Teknologi Bandung

MSMEs is the most important pillar to the Indonesia economy because the contribution of this segment is 60,5% to the GDP of Indonesia. Also contribute 96,9% of total national absorption employment. One of the MSME sectors is residential construction. In 2020, the backlog of Indonesia is 12,75 million which means there are 12,75 million families that did not own the house so the demand for residential property is high. PT. Darma Karyaputra Mandiri is one of the residential property companies that is now experiencing decline in sales. Based on preliminary research, the author found that there is a shift on choosing the channel for seeking a house from offline to online. The objective of this research is to know the factors that influence purchase intention on this company and to give suitable marketing strategies to increase the sales of houses. The research will use quantitative methods to do the customer analysis by using questionnaires. Then using SPSS to process the data for hypothesis testing. The quantitative methods will be used by interviewing 10 people, business owners and some respondent insight to the residential property company. The result of this is Sales Promotion, Advertising, Online and social media marketing and the last is product attributes are influencing the purchase intention. From those findings, the author gives several strategies that can help this company to increase the sales that generate from SWOT and TOWS tools that input from external and internal analysis. The strategies are offering gifts on households goods category and adding a centralized water system that will be informed in the brochures and billboards. Partnering with the digital marketing company to run social media. Creating the integrated website to reach customers efficiently. Creating content to stimulate millennials to buy houses and the last is improving product quality by making more public facilities to accommodate outdoor activity.