Optimalisasi Pemasaran Properti Lintas Budaya Melalui Integrated Marketing Communication (IMC) Dan Pelatihan Kompetensi Tim Sales Central Group
DOI:
https://doi.org/10.56444/cideajournal.v3i2.2302Keywords:
Integrated Marketing Communication (IMC), cross-cultural marketing, competency training, Central Group, PropertyAbstract
This research aims to optimize cross-cultural property marketing through the implementation of Integrated Marketing Communication (IMC) and competency training for the sales team at Central Group, one of the leading property developers in Batam. The main challenges faced by the company are the lack of cross-cultural communication skills in the sales team and a marketing strategy that is not yet fully integrated. Therefore, this program is designed to increase marketing effectiveness while strengthening brand image in the multicultural market. This research uses a descriptive-analytical method by collecting data through observation, interviews and documentation analysis. Research stages include planning, implementing training, implementing IMC strategies, monitoring and evaluation. The IMC strategy is implemented through various channels, including social media, paid advertising, traditional media, as well as organizing events such as the Central Property Festival. The research results show significant improvements in marketing strategy coordination, sales team skills, and synergy between the company and the local community. Apart from that, the implementation of IMC has been proven to be able to increase company brand awareness and support the growth of property sales in domestic and international markets. This research makes a practical and academic contribution by offering an integrated marketing strategy model that can be replicated in other property industry contexts.
References
Azima, D. M., Suadnya, W., & Indiyati, D. (2022).
Aplikasi Digital Sebagai Sarana Komunikasi Pemasaran Madu Trigona Desa Salut Melalui PHP2D. Journal of New Media and Communication, 1(1), 16–27. https://doi.org/10.55985/jnmc.v1i1.4
Hidayah, L. (2022). Strategi Komunikasi Pemasaran Terpadu CV. Macarindo Berkah Grup Kabupaten Jember. Jurnal Ilmiah Ilmu Pendidikan, 16(1).
Limas, D. (2015). Metode Penelitian: Science Methods, Metode Tradisional dan Natural Setting Berikut Teknik Penulisannya. Yogyakarta: Pustaka Ilmu.
Liyushiana, L. (2022). Strategi Komunikasi Pemasaran Terpadu Hotel Labersa Balige. Tourism, Hospitality And Culture Insights Journal, 2(2), 169–174. https://doi.org/10.36983/thcij.v2i2.319
Mubarokah, A., Wahyuni, S., & Zulianto, M. (2022). Strategi Komunikasi Pemasaran melalui Media Sosial Instagram (Studi Deskriptif pada Akun @Osingdeles). Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, dan Ilmu Sosial, 16(1), 98–104. https://doi.org/10.19184/jpe.v16i1.24614
Nur, A., & Utami, F. Y. (2022). Proses dan Langkah Penelitian Antropologi: Sebuah Literature Review. Ad-Dariyah: Jurnal Dialektika, Sosial dan Budaya, 3(1), 44–68. https://doi.org/10.55623/ad.v3i1.109
Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing The Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. Sage Open, 12(2), 1–23. https://doi.org/10.1177/21582440221099936
Šerić, M., & Mikulić, J. (2023). The Impact of Integrated Marketing Communications Consistency on Destination Brand Equity in Times of Uncertainty: The Case of Croatia. Tourism Review, 78(3), 697–711. https://doi.org/10.1108/TR-03-2022-0166
Susilawati, Sanusi, U., & Hasanah, I. W. (2023). Implementasi Komunikasi Pemasaran Terpadu pada Tempo Ragional Lampung. Kalianda Halok Gagas, 6(1), 1–15. https://doi.org/10.52655/khg.v6i1.61
Wahjono, S. I. (2020). Perilaku Organisasi. Yogyakarta: Graha Ilmu.
Wicaksana, A., & Rachman, T. (2019). Analisis Resiko pada Pengembangan Perangkat Lunak yang Menggunakan Metode Waterfall dan Prototyping. Jurnal Teknik Informatika, Universitas Amikom Yogyakarta, 3(1), 10–27.
