Development of the Property Marketing Strategy; Case Study at Risma Jihan Akbar Housing Developer, Bekasi - West Java

Dina Kurnia Sari, Dhian Tyas Untari (), M Fadhli Nursal and Neng Siti Komariah
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Dina Kurnia Sari: Faculty Of Economic, Bhayangkara Jakarta Raya University, Bekasi – Indonesia
Dhian Tyas Untari: Faculty Of Economic, Bhayangkara Jakarta Raya University, Bekasi – Indonesia
M Fadhli Nursal: Faculty Of Economic, Bhayangkara Jakarta Raya University, Bekasi – Indonesia
Neng Siti Komariah: Faculty Of Economic, Bhayangkara Jakarta Raya University, Bekasi – Indonesia

Journal of Economic Development, Environment and People, 2019, vol. 8, issue 2, 6-13

Abstract: Bekasi is one of the buffer zones that has a fairly high population density, population density will be followed by high demand for property / houses. Based on this background, the research aims to develop a property marketing strategy with a case study on Risma Jihan Akbar (RJA). Mix method was used in this study, by involving consumers and management of RJA as respondents. Processing data using the EFAS/IFAS and Grand Strategy Matrix. The results of the study show that RJA is currently quite good in its marketing strategy, however, the very narrow segmentation causes RJA to be less well known to the public.

Keywords: Property Sector; Housing; Bekasi; West Java (search for similar items in EconPapers)
JEL-codes: I29 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:sph:rjedep:v:8:y:2019:i:2:p:6-13

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