Strategi Komunikasi Pemasaran Rubii Property Surabaya Dalam Menarik Minat Masyarakat Melalui Program RTO

Abstract

With a marketing communication strategy will be the key to the company's success in increasing customer or community interest. Therefore, Rubii Property applies several elements of marketing communication as a strategy in communicating and also marketing the RTO (Rent-To-Own) program. This study also aims to find out how the marketing communication strategy of Rubii Property Surabaya in attracting public attention through the RTO program. This study also uses descriptive qualitative research methods, with data collection through observation, interviews and documentation. The theory used in this research is Exchange Theory or social exchange. The results obtained in this study consist of five elements of marketing communication that are included in the marketing communication strategy of Rubii Property Surabaya in attracting public interest through RTO programs such as advertising, sales promotion, public relations, individual selling, and direct marketing. This marketing communication strategy at Rubii Property shows how successful it is today and produces its own satisfaction, because there are more and more enthusiasts for the RTO program.