ANALISIS PEMANFAATAN FACEBOOK SEBAGAI MEDIA PROMOSI PRODUK PERUMAHAN PT. TERATAI UNGGUL PERSADA

Abstract

This study analyzes the use of Facebook as a promotional media by PT. Teratai Unggul Persada in marketing housing products. The purpose of the study is to understand the strategies used by the company in increasing product visibility and appeal, and to identify the challenges faced in utilizing Facebook. This study uses a descriptive qualitative method, with data collection techniques in the form of in-depth interviews, observations, and document analysis. Data are analyzed thematically through the stages of reduction, presentation, and drawing conclusions. The results of the study indicate that PT. Teratai Unggul Persada utilizes Facebook effectively through a promotional strategy that includes the use of high- quality visual content, active interaction with the audience, and the use of paid advertising features to reach a more specific target market. The advantages of this platform lie in its wide reach, cost efficiency, ability to increase interaction with customers, and analytical tools that help data-based decision making. However, the company faces challenges in the form of intense competition, changes in algorithms that affect the visibility of organic content, and dependence on paid advertising that requires efficient budget management. These findings indicate that marketing strategy innovation, utilization of analytical data, and adaptation to platform challenges are key to optimizing digital marketing. This study provides new insights for academics and practitioners regarding property product marketing strategies through social media.