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p-Index From 2021 - 2026
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All Journal Soshum: Jurnal Sosial dan Humaniora UBMJ (UPY Business and Management Journal)
Savira Arumdini
The University of Sheffield
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Boosting Residential Property Sales with Integrated Marketing Communication Strategies Harys Kristanto; Savira Arumdini; Muhammad Fardhon
Soshum: Jurnal Sosial dan Humaniora Vol. 15 No. 3 (2025): November 2025
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/soshum.v15i3.181-192

Abstract

The rapid urbanisation and population growth occurring in Indonesia have transformed housing patterns, particularly in suburban regions such as Bekasi Regency. As a satellite city near Jakarta, Bekasi presents a unique setting where accessibility, infrastructure expansion, and economic growth converge to shape residential demand. This study explores how Integrated Marketing Communication (IMC) strategies are experienced and interpreted by developers, marketers, and homebuyers in influencing interest toward residential properties. Using a qualitative approach, data were obtained through in-depth interviews and focus group discussions, and were then analysed thematically with NVivo software. Participants described the growing role of artificial intelligence (AI) and big data analytics in everyday marketing practice—particularly in identifying consumer behaviour patterns, refining message personalisation, and improving digital responsiveness. The narratives also revealed that macroeconomic and policy contexts, such as shifting interest rates, government housing incentives, and credit accessibility, deeply affect how consumers perceive value and trust in property brands. The findings highlight that IMC functions as a relational and interpretive process, enabling trust, emotional resonance, and message coherence across platforms. This study offers contextual insights into how marketing communication, technology adoption, and economic forces intertwine in shaping the lived experiences of Indonesia’s suburban property market.
Enhancing Residential Property Sales with Integrated Marketing Communication Strategies Harys Kristanto; Savira Arumdini; Muhammad Fardhon
UPY Business and Management Journal (UMBJ) Vol. 5 No. 1 (2026): UBMJ (UPY Business and Management Journal)
Publisher : Department of Management, Universitas PGRI Yogyakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/ubmj.v5i1.8061

Abstract

Purpose: The rapid urbanization and population growth in Indonesia have significantly heightened the demand for housing, particularly in suburban regions like Bekasi Regency. As a strategic satellite city near Jakarta, Bekasi has emerged as an attractive location for residential investment due to its accessibility, infrastructural advancements, and economic development. This study investigates the impact of Integrated Marketing Communication (IMC) strategies on consumer interest in residential property purchases within Bekasi Regency. Methodology: Employing a qualitative research design, thematic analysis was conducted using NVivo software on data obtained through in-depth interviews and focus group discussions with marketing experts, developers, and prospective buyers. The research examines how IMC tools—such as advertising, public relations, and digital marketing—convey a cohesive brand message and foster consumer trust. Findings: The findings underscore the importance of consistent and targeted communication in strengthening consumer engagement and purchase intent. Originality: This study presents a relevant and timely contribution to the existing literature on real estate marketing and Integrated Marketing Communication (IMC), particularly within the Indonesian suburban context. By integrating the Theory of Planned Behavior (TPB) and the AIDA model within a qualitative framework, the research offers a nuanced perspective on how consumer behavior is influenced by cohesive marketing strategies in property purchasing decisions.
Co-Authors Harys Kristanto Muhammad Fardhon