MARKETING STRATEGY OF SENIOR LIVING D’KHAYANGAN JABABEKA CIKARANG

Abstract

This research highlights the marketing strategy for d‟khayangan, a senior living company at Jababeka Cikarang, so as to improve it sales. The objective of this research are to determine the current problems in marketing in Senior Living D‟khayangan, so the occupancy totally less than the total capacities, the consumer perception of d‟khayangan, and the effective promotion strategies for d‟khayangan to achieve the target. This research uses qualitative methods research. From this study it is found that the promotion done is not in the right target. The Culture understanding that think the senior living is the place for abandon parents maybe influence the selling but not significant. To increase the ocuppancy, The promotion in form of event that must be done should be in the right place for example in the park where potensial market live so d‟khayangan can meet the right target market.Other promotion may also be in form of magazine or newspaper advertisement that cover wider than cikarang.