Marketing Communication Strategy In Housing Area Grand Puri Bunga Nirwana Jember Regency

Abstract

Appropriate marketing communications can prevent companies from losses caused by ineffective and efficient promotional activities. In marketing studies, effective and efficient promotion activities can be included as a concept in the marketing communication mix. The speed of the housing business is now growing which is driven by urgent demands for housing needs as a place to live. Grand Puri Bunga Nirwana Jember, a property company developed by PT. Cipta Adi Perkasa which sells housing ranging from subsidized to commercial types. The approach used in this research is descriptive qualitative. The results of the study indicate that marketing communications are carried out by the housing company Grand Puri Bunga Nirwana Jember through several communication tools such as newspapers, online marketing (Google Adds, Instagram Adds, Facebook Adds), external media marketing (banners, banners, brochures) which can make the community arises brand trust in the products offered. In addition, there are also many prospective buyers who get information from previous buyers, so they have more trust and confidence in the products owned by the housing. This can be proven by the large number of home buyers who make repeat purchases and recommend them to their closest relatives.