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

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References


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

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