Pengaruh Pemasaran Digital terhadap Penjualan Perumahan Vila Ilhami Balaraja (Studi Kasus PT. Prima Indah Properti)  : Penelitian

Hanifatul Riskiya; Taufik Hidayat; Abduh Alijufry

doi:10.31004/jerkin.v4i3.5516

Authors

Hanifatul Riskiya Universitas Cendekia Abditama
Taufik Hidayat Universitas Cendekia Abditama
Abduh Alijufry Universitas Cendekia Abditama

DOI:

https://doi.org/10.31004/jerkin.v4i3.5516

Keywords:

Digital Marketing, SEO (Search Engine Optimization), Social Media, Digital Content, Property Sales, Vila Ilhami Balaraja

Abstract

Studi ini berawal dari meningkatnya persaingan di sektor properti Indonesia, yang mendorong pengembang untuk mengadopsi strategi pemasaran digital yang lebih efektif. Tujuan penelitian ini adalah untuk menganalisis pengaruh SEO, media sosial, dan konten digital terhadap penjualan rumah di Vila Ilhami Balaraja. Studi ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan 31 responden yang dipilih melalui teknik sampling jenuh. Instrumen berupa kuesioner skala Likert telah diuji validitas dan reliabilitasnya untuk memastikan keakuratan data. Hasil penelitian menunjukkan bahwa strategi digital memiliki pengaruh positif dan signifikan terhadap penjualan, dengan nilai koefisien jalur sebesar 0,565, R² sebesar 0,565, dan ukuran efek sebesar 0,957. Media sosial, khususnya Instagram, ditemukan sebagai faktor yang paling dominan, sedangkan SEO dan konten digital memperkuat kredibilitas dan kepercayaan konsumen. Diskusi menyoroti bahwa pemasaran digital memperluas jangkauan, membangun keterlibatan, dan mempercepat konversi penjualan. Temuan ini memperkaya literatur pemasaran digital dengan memberikan kontribusi empiris dalam konteks sektor properti lokal Indonesia. Implikasinya menunjukkan bahwa pengembang harus meningkatkan investasi pada saluran digital strategis, sementara penelitian di masa mendatang dapat memperluas cakupan sampel, meneliti platform digital lainnya, dan mengevaluasi dampak jangka panjang dari strategi digital.

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