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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Return : Study of Management, Economic and Bussines
Tanuwidjaja, Meri Linawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PERENCANAAN BISNIS KANTOR AGEN PROPERTI RUMAH IMPIAN AGENCY Tanuwidjaja, Meri Linawati; Hendri, Meriza
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.6024

Abstract

The property industry in the Greater Bandung area has shown significant growth, driven by the high demand for housing. Rumah Impian Agency emerges as a solution by integrating digital and personalized services in property marketing. This study aims to develop a business plan by analyzing market, financial, operational, and marketing strategy aspects. A qualitative method was used, with data collected through observation and secondary data analysis from industry reports and official statistics. The Business Model Canvas (BMC), SWOT analysis, and the Timmons entrepreneurial model were employed to evaluate business feasibility. The results indicate that the market growth rate reaches 18% annually. From the financial aspect, the Net Present Value (NPV) is positive at IDR 2,096,296,000, the Profitability Index (PI) is 2.77, the Internal Rate of Return (IRR) is 106%, and the Payback Period (PP) is 7.89 months, indicating high investment feasibility. The Gross Profit Margin is 50.09%, Net Profit Margin is 40.07%, and Return on Investment (ROI) stands at 217%, reflecting strong profitability efficiency. Rumah Impian Agency demonstrates promising business potential with a large market opportunity and solid financial performance. Digital marketing and technology-based services are the agency’s main strengths in facing competition. It is recommended that the company strengthen its digital marketing strategies, establish partnerships with property developers and financial institutions, and enhance after-sales services to build customer trust and loyalty. With the right strategies, Rumah Impian Agency has the potential to become a leading property agency in the region.
Modern Property Marketing Strategy: Combining Conventional and Digital Approaches Tanuwidjaja, Meri Linawati
Return : Study of Management, Economic and Bussines Vol. 4 No. 2 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i2.336

Abstract

Property marketing today requires a more adaptive approach as digital technology develops. Although many companies are starting to combine conventional and digital marketing strategies, there is still a gap in the understanding of how this integration can be done effectively. This study aims to explore the application of a combination of conventional and digital marketing strategies in the property industry and to identify the challenges faced in its implementation. This study uses a qualitative approach by conducting in-depth interviews with 5-10 participants who have more than three years of experience in the property industry. Data is collected to analyze the advantages and disadvantages of each approach. The results showed that conventional marketing, such as brochures and exhibitions, is effective in reaching local audiences and building personal relationships, but has limitations in reaching a wider market. In contrast, digital marketing allows access to a larger audience and efficiency in measuring results. The combination of these two approaches provides competitive advantages, such as increased market reach and lead conversion. The main challenges faced in this integration include the high cost of conventional marketing, the difficulty of maintaining message consistency, and the need for more resources to manage both strategies simultaneously. This study concludes that the integration of conventional and digital marketing can provide a more holistic and effective solution in facing competition in the property industry. By utilizing the strengths of both approaches, property companies can achieve optimal marketing results and increase competitiveness in an increasingly complex market.
Co-Authors Hendri, Meriza