Marketing Strategies to Increase Housing Sales at PT. Donelley Indonesia

Authors

  • Qumaruzzaman Thahir Universitas Pamulang
  • Apri Susanto Universitas Pamulang
  • M. Cakra Kusuma Universitas Pamulang
  • Lefina Manuri Universitas Pamulang
  • Nurmin Arianto Universitas Pamulang

Abstract

This research aims to: (1) identify the marketing strategies implemented by Griya Wisata Residence, developed by PT. Donelley Indonesia, and (2) determine the appropriate marketing strategies to increase sales for Griya Wisata Residence, developed by PT. Donelley Indonesia. The research design is descriptive qualitative, with data collected through interviews with the Director of PT. Donelley Indonesia, observations, and literature studies. The collected data were analyzed using SWOT analysis. The results of the research indicate that: (1) The marketing strategies implemented by PT. Donelley Indonesia include promoting its products through
brochures distributed to the public, banners placed along roads, and using Instagram as a social media platform for product promotion. (2) Based on the SWOT analysis, the marketing strategies that should be implemented to increase sales at PT. Donelley Indonesia  nclude: SO (StrengthsOpportunities): Strengthening market share, collaborating with low-interest mortgage banks, enhancing promotions, and improving facilities and services. WO (Weaknesses-Opportunities): Maximizing the role of strategic management, increasing the number of marketing personnel, conducting periodic promotional activities, and participating in property exhibitions. ST (StrengthsThreats): Implementing targeted marketing strategies, improving service quality, and building trust among potential customers. WT (Weaknesses-Threats): Developing marketing strategies that are both effective and efficient.
Keyword: Strengthening market share, Maximizing the role of strategic management

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Published

2025-01-10

Issue

Vol. 5 No. 1 (2024): HUMANIS (Humanities, Management and Science Proceedings)

Section

Articles

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Open Access

HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

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