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ITS » Paper and Presentation » S2 Arsitektur - Perancangan Real Estate
Posted by aprill@is.its.ac.id at 23/12/2014 17:21:50  •  1708 Views


STRATEGI PEMASARAN STUDENT APARTMENT DI SURABAYA

MARKETING STRATEGIES OF STUDENT APARTMENT IN SURABAYA

Author :
BRAMANTYO, RENO ( 3211208001 )




ABSTRAK

Apartemen sebagai hunian kini menjadi pilihan bagi masyarakat dalam memenuhi kebutuhannya akan tempat tinggal. Saat ini pengembang memberikan atribut khusus dalam apartemennya seperti misalnya student apartment untuk apartemen yang berada dekat dengan target pasar. Sangat dimungkinkan hal tersebut beralasan untuk pemasaran. Dalam memformulasikan strategi pemasaran pengembang harus mengevaluasi seluruh kekuatan kelemahan peluang dan ancaman. Penelitian ini dimaksudkan untuk mengetahui faktor-faktor pemasaran yang menjadi pertimbangan pengembang dalam memasarkan apartemen beratribut khusus serta untuk mengetahui posisi bisnisnya pada matriks internal eksternal IE. Penelitian ini menggunakan metoda deskriptif-kualitatif dengan metode pengumpulan data berupa kunjungan penelitian wawancara dan dokumentasi dari pengembang. Langkah analisa diawali dengan analisa SWOT yang hasilnya dirangkum dalam tabel EFAS External Factor Analysis Summary dan IFAS Internal Factor Analysis Summary. Dari rangkuman hasil analisis dapat disimpulkan bahwa student apartment di Surabaya memiliki faktor-faktor pemasaran internal adalah unit hunian yang dijual fasilitas apartemen harga jual harga spesial penjelasan pada media promosi pengiklanan menggunakan media internet promosi penjualan khusus lokasi apartemen dari institusi pendidikan aksesibilitas dan lokasi apartemen dengan fasilitas penunjang pendidikan. Pada matriks IE posisi berada pada sel I yaitu tumbuh dan berkembang grow and develop. Strategi pemasaran yang bisa diterapkan adalah strategi penetrasi pasar pengembangan pasar dan pengembangan produk.


ABSTRACT

Apartment as residential is now becoming an option for people to fill their needs for shelter. Nowadays many developers provide custom attributes for the apartment such as location of the student apartment which is close to the target market that reasonable for marketing. When formulating the marketing strategy the developer must evaluate all of the strengths weaknesses opportunities and threats. The aim of this study is to determine the factors that are considered by the developer to market the apartment market which have specific attribute and determine the business position on IE matrix. This study use descriptive-qualitative method. Study visits interviews and documentation from the developer are the methods that are uses for collecting datas. Step analysis begins with a SWOT analysis and the results are summarized in Table EFAS External Factor Analysis Summary and IFAS Internal Factor Analysis Summary. From the summarys analysis it can be concluded that the student apartment in Surabaya has internal marketing factors residential units for sale apartment facilities sale price special price description of the media campaign using the media internet advertising special sales promotion the location of the apartments of the institution education accessibility and the location of the apartment with educational support facilities. In the IE matrix the position is in the first cell which mean to grow and thrive grow and develop. Marketing strategies that can be applied are the market penetration strategy market development and product development.



Keywordsstudent apartment; marketing strategy; SWOT
 
Subject:  PERENCANAAN PEMASARAN STRATEGIS
Contributor
  1. Ir. Purwanita Setijanti, M.Sc., Ph.D.
  2. Ir. Ispurwono Soemarno, M. Arch., Ph.D.
Date Create: 23/12/2014
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-paper-32121140006726
Collection ID: 32121140006726
Call Number: RTA 658.401 2 Bra s


Source
Paper and Presentations, Architecture, RTA 658.401 2 Bra s, 2014

Coverage
ITS Community

Rights
Copyright @2014 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




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ITS-paper-32121140006726-35007.pdf




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