Research On The Marketing Strategy Of "Sumatra 36" Apartment In Surabaya By PT Inti Land Development Tbk

Surabaya is the second largest city in Indonesia with a population more than 3 million with an area of 374.36 square kilometers.Surabaya has an important role in the economy of the country making the opportunity to speculate or look for a job.This makes migration resulted in the growth of population in Surabaya.To full fill the needs of the people for housing and to improve the efficiency of the limited amount of land,apartment becomes the solution.Nowadays,apartment is not only for living but also for lifestyles.One of the leading developer company in Surabaya,PT Intiland Development Tbk create the luxurious apartment with green landscape in the city center is Sumatra 36 apartment.The aim of this thesis is find the right marketing strategy for Sumatra 36 apartment in Surabaya by PT Intiland Development Tbk.With the right marketing strategy it will be become tools become success.The research used qualitative method from interview 18 respondents from the company,Sumatra 36 buyer and competitor buyer.All the data from interviews are analyzed using triangulation.This research is supported by literature study,observation,SWOT analysis and marketing mix analysis.This study specified in marketing strategy for apartment.