Designing Social Media Marketing Strategies Targeting Generation Z for Subsidized Housing in Indonesia (A Case Study of Pt. Graha Putra Asido)
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
PT. Graha Putra Asido, a housing company in Pematangsiantar, focuses on subsidized housing but lacks a targeted marketing strategy, with only 22.22% of their buyers being Generation Z despite this group dominating Indonesia’s subsidized housing program. To avoid market loss and capitalize on Gen Z’s significant social media usage, this research is done, aiming to propose appropriate marketing strategies tailored to Generation Z preferences and behaviors to enhance PT. Graha Putra Asido’s market reach and engagement, using the P.O.S.T method and a touch on P.O.E.M Strategies. Through a mixed-method approach, including a market survey and key informant interviews, the study explores Gen Z’s social media patterns, preferences, and the company’s current marketing strategies. The research concludes with a comprehensive plan, including a Gantt chart, to achieve three main objectives by implementing targeted social media strategies, such as optimized posting schedules, platform-focused content, engaging visuals, influencer partnerships, and interesting campaigns tailored to Generation Z preferences.
Authors and Affiliations
Gabriela Delicia Vala Pardede, Annisa Rahmani Qastharin, M. Sc.
Keywords
Related Articles
- EP ID EP740980
- DOI 10.47191/ijcsrr/V7-i7-89
- Views 40
- Downloads 0
Principal Leadership on Teacher Performance: A Literature Review
The importance of principals’ leadership practices in teacher performance is interesting to study. The purpose of this literature is to analyze the principal’s leadership practices in teacher performance. The articles us...
The Effect of Problem Solving Method on Learning Outcomes of Elementary School Students
This study aims to determine the difference in learning outcomes using the Problem Solving approach with classes that do not use the Problem Solving approach. This research uses quantitative approach by using quasi exper...
A Content Analysis of Deixis and References in Jakarta Post
The purpose of the research is to examine the deixis and references of various types in the Jakarta Post. The thematic analysis was used to analyze four Jakarta Post article. In this study, the qualitative method was app...
Company Financial Health Assessment of Pt. Properti Aset Kemakmuran: in Response to the Ongoing Company Financial Projection
This study delves into the company’s financial health of PT. Properti Aset Kemakmuran, a subsidiary of one of the biggest State-owned Enterprise (SOE) in Indonesia, PT. Induk Aset Kemakmuran. The company is engaged in th...
Design and Construction of Thermal Overload Relay (Siemens 3ua50) Based on Arduino Uno
A Thermal Overload Relay (TOR) is a device in an electric motor protection system designed to safeguard the motor from damage due to overheating or overcurrent. This research discusses the design and implementation of a...