Pemanfaatan Media Sosial Fecebook dalam Komunikasi Pemasaran Digital Rumah Subsidi Pada Cluster Cendana By Grand Citra Mandiri

Abstract

This study aims to analyze the role of social media in the marketing strategy of subsidized housing using a qualitative descriptive approach in the Cendana Cluster by Grand Citra Mandiri. Using qualitative methods, this study describes how social media platforms, such as Facebook, are used to optimize the marketing of subsidized housing targeted at low-income households. Social media is utilized to disseminate information, increase interaction with potential buyers, and effectively expand market reach. The results show that marketing communication strategies through social media can increase consumer trust, accelerate the sales process, and reduce promotional costs. The use of visual content, segmented advertising, and direct interaction significantly contributed to increasing interest in purchasing subsidized housing in the Cendana Cluster. In conclusion, social media plays a strategic role in supporting the efficient and effective marketing of subsidized housing.