Pergeseran ke Segmentasi Residensial: Reposisi Pemasaran Jasa Interior PT XYZ Pasca-Covid

Muhammad Reza Saputro, Aprihatiningrum Hidayati

Abstract


PT XYZ is a company operating in the interior design consultancy services sector and has traditionally focused on the B2B segment, particularly commercial projects. In response to post-pandemic shifts in market trends and the growing demand for functional and aesthetically pleasing residential spaces, PT XYZ has identified significant market potential in the residential segment. This study aims to formulate an appropriate marketing strategy to facilitate entry into this market. The research adopts a descriptive qualitative approach, with data collected through a survey of 41 respondents, in-depth interviews with management, and documentation studies. The analysis employs the 3C framework (Customer, Company, Competitor), the Consumer Decision-Making Process (CDMP), and the 7P marketing mix. The findings are synthesized using a SWOT analysis to develop adaptive and relevant marketing strategies. The study recommends repositioning PT XYZ’s marketing strategy through a storytelling approach, value differentiation based on professionalism, and the utilization of digital media to enhance brand awareness, reach the upper-middle-class residential segment, and build customer loyalty in the residential market.

Keywords


marketing strategy; interior design; residential segment; CDMP; SWOT; 7P

Full Text:

PDF

References


Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.

Agrawal, K., & Rana, D. P. (2024). Crafting consumer experiences: The psychology of retail interior design. STM Journal, 2(1), 18–29.

ArchDaily. (2023). Southeast Asia interior design trends: Biophilic elements dominate projects in 2022–2023. Retrieved from https://www.archdaily.com/

Assael, H. (1998). Consumer behavior and marketing action (6th ed.). South-Western College Publishing.

Balaji, M., Behl, A., Jain, K., Abdullah, M. B., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113, 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011

Bank Dunia & Susenas. (2021). Distribusi penduduk Indonesia menurut kelas pendapatan tahun 2021.

Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (Global ed.). McGraw-Hill.

Bitner, M. J., Zeithaml, V. A., & Gremler, D. D. (2008). Services marketing (5th ed.). McGraw-Hill.

Bjerke, M. B., & Renger, R. (2017). Being smart about writing SMART objectives. Evaluation and Program Planning, 61, 125–127. https://doi.org/10.1016/j.evalprogplan.2016.12.003

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson.

Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Allyn & Bacon.

Credence Research. (2024). Indonesia interior design market size, share, growth, trends, and forecast 2023–2032. Retrieved from https://www.credenceresearch.com/

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.

David, F. R., & David, F. R. (2015). Strategic management: Concepts (15th ed.). Pearson.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.

Febriany, Y., Kosasih, & Yuliaty, F. (2024). Pengaruh motivasi, persepsi, gaya hidup dan sikap pasien terhadap keputusan berobat di Klinik Harum Medika Binuang Kalimantan Selatan. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 799–820. https://doi.org/10.56799/ekoma.v4i1.5936

Freddy Simbolon. (2015). Mengenal competitive frame of reference. Retrieved from https://bbs.binus.ac.id/gbm/2020/06/02/mengenal-competitive-frame-of-reference/

Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International Social Research, 10(51), 994–1006. https://doi.org/10.17719/jisr.2017.1832

Indonesia Property Watch. (2023). Tren pasar properti residensial kuartal III 2023: Permintaan naik 18,5%. Retrieved from https://www.indonesiapropertywatch.com/

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). Marketing (1st ed.). Cengage Learning.

Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). London: Pearson.

Luo, X. (2009). Quantifying the long-term impact of negative word of mouth on cash flows and stock prices. Marketing Science, 28(1), 148–165. https://doi.org/10.1287/mksc.1080.0389

McKinsey & Company. (2020). The future of remote work: What employers need to know. Retrieved from https://www.mckinsey.com/

Monroe, K. B. (1990). Pricing: Making profitable decisions (2nd ed.). McGraw-Hill.

Mordor Intelligence. (2024). Interior design industry size & share analysis – Growth trends & forecasts 2024–2029. Retrieved from https://www.mordorintelligence.com/industry-reports/interior-design-services-market

Mothersbaugh, D., Hawkins, D., & Kleiser, S. (2020). Consumer behavior: Building marketing strategy (14th ed.). McGraw-Hill Education.

Mullins, J., & Walker, O. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill.

Ohmae, K. (1982). The mind of the strategist: The art of Japanese business. McGraw-Hill.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Pile, J. F. (2007). Interior design (4th ed.). Pearson Education.

Project Management Institute. (2017). A guide to the project management body of knowledge (PMBOK® Guide) (6th ed.). Project Management Institute.

Purwanto, A. (2024). Mengenal wajah kelas menengah Indonesia. Kompas.id. Retrieved from https://www.kompas.id/baca/riset/2024/02/28/mengenal-wajah-kelas-menengah-indonesia

Rothaermel, F. (2020). ISE Strategic management: Concepts (5th ed.). McGraw-Hill Higher Education.

Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson.

Schiffman, L. G., & Kanuk, L. L. (2007). Perilaku konsumen (7th ed.). Jakarta: Indeks.

Statista. (2021). Revenue of the interior design services market worldwide from 2014 to 2021. Retrieved from https://www.statista.com/

Strauss, A., & Corbin, J. (2015). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications.

Swann, C., Jackman, P. C., Lawrence, A., Hawkins, R. M., Goddard, S. G., Williamson, O., ... & Ekkekakis, P. (2022). The (over)use of SMART goals for physical activity promotion: A narrative review and critique. Health Psychology Review, 17(2), 211–226. https://doi.org/10.1080/17437199.2021.2023608

Utama, G. D., & Rahmawan, G. (2020). Analisis faktor-faktor yang mempengaruhi minat beli konsumen dalam membeli perumahan di Kabupaten Karanganyar. Technobiz, 3(2), 42–47. https://doi.org/10.33365/tb.v4i1.1040

World Bank. (2021). Remote work and the future of jobs. Retrieved from https://www.worldbank.org/

Wu, Y. (2016). Research on interior design education based on narrative theory. In Proceedings of the 4th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2016) (Vol. 50). https://doi.org/10.2991/ieesasm-16.2016.15

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302




DOI: https://doi.org/10.17509/manajerial.v24i2.89077

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License

Jurnal Manajerial is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats