Proposed Marketing Strategy to Increase Customer Purchase Intention for Cluster House Residence

DOI

10.2991/aebmr.k.210831.110How to use a DOI?

Keywords

Marketing Strategy, Marketing Mix, AIDA, Cluster House Residence

Abstract

Marketing strategy is a necessary business process to generate value and gain profitable relationships for customers. Some of the tools that guide the marketing strategy are the marketing mix and AI-DA model. The marketing mix helps the business to engage customers; satisfy customer needs, and build customer relationships (Kotler and Amstrong 2016). AIDA model is a marketing theory in a world of advertising based on the customer’s perception (Hadiyanti 2016). This paper aims to propose a marketing strategy to increase customer purchase intention for cluster house residence that increases sales. The objective study of this research is a cluster house residence of Bukit Parama Regency. The research uses the analysis of the marketing mix and the AIDA model. The marketing mix covered in this study includes the product, price, place, and promotion. This study’s AIDA model covers customer journey includes attention, interest, de- sire, and action.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Annisa Tulus Warasanti
AU  - Sonny Rustiadi
PY  - 2021
DA  - 2021/09/02
TI  - Proposed Marketing Strategy to Increase Customer Purchase Intention for Cluster House Residence
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 570
EP  - 574
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.110
DO  - 10.2991/aebmr.k.210831.110
ID  - Warasanti2021
ER  -