Maharani, RR. Bayu Krisna and Lestari, Puji and Suparno, Basuki Agus (2009) Analisis Strategi Komunikasi Pemasaran PT Roda Pembangunan Jaya dalam Memasarkan Perumahan Taman Palagan Asri di Yogyakarta. Jurnal Ilmu Komunikasi, 7 (1). pp. 38-48. ISSN ISSN : 1693-3028 (print), 2407-8220 (online)
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Abstract
Developing business for real-estate is a very big business for future because this is about
aspect of most people need in live. This reality inspired me to make a further research about real
estate developer. The matters that this research about to raise is how PT. Roda Pembangunan
Jaya attempt their strategic of marketing communications to achieve their company goal in
selling unit of their real estate. The goal of this research is to knowing strategic of segmenting,
targeting, positioning and form of the marketing style of PT. Roda Pembangunan Jaya in order
to sell their unit in Taman Palagan Asri Real Estate.
This research using method of qualitative description which is the researcher is trying to
explained strategic of marketing communications of PT. Roda Pembangunan Jaya in case of
selling Taman Palagan Asri Real Estate. The writer collecting data by doing an interview with
theMarketingManager of PT. Roda Pembangunan Jaya and according to PT. Roda Pembangunan
Jaya record file. The analyze technique theory is using theory fromMiles and Huberman which is
about some essay and descriptive explanation.
From the result of research we can know that PT. Roda Pembangunan Jaya taking segment
of consumer target from middle to high level of class according to housing positioning of
Taman Palagan Asri Real Estate, that is housing for middle to high level class. The implementation
of positioning strategic to housing of Taman Palagan Asri conduct with three approaching
such as positioning according to attribute, price and competitor. Advertising, personal selling
and sales promotion is using to promote where advertising through billboard media is the most
effective form of marketing communication. But there is some barriers to be face when implement
marketing communication such as circumstances of global economic that not conducive
but overall marketing communication that had been done running well.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Prof. Dr. Puji Lestari |
| Date Deposited: | 16 Dec 2020 13:53 |
| Last Modified: | 31 May 2024 07:06 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/24150 |
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