Marketing Communication Strategy for Building Graha Padjadjaran Developer’s Corporate Image in Depok

Naufal Nur A’lam; Sa’diyah  El Adawiyah

doi:10.59261/jbt.v7i1.599

Authors

Naufal Nur A’lam Universitas Muhammadiyah Jakarta
Sa’diyah El Adawiyah Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.59261/jbt.v7i1.599

Keywords:

consumer satisfaction, corporate image, marketing communication, property business, service quality

Abstract

Background: In the competitive property market of Depok City, effective marketing communication is a critical strategy for developers seeking to build a positive corporate image. Service quality and product quality play essential roles in ensuring consumer satisfaction, minimizing complaints, and sustaining the company's reputation.

Objective: This study aims to examine how Graha Padjadjaran Developer implements marketing communication strategies to build its corporate image and to explain the contribution of each marketing communication dimension in shaping that image.

Methods: Grounded in Kotler and Keller's Integrated Marketing Communications (IMC) theory — encompassing promotion, advertising, personal selling, direct marketing, and public relations — this research employs a qualitative case study with a descriptive design. Data were collected through observation, in-depth interviews with marketing staff, sales personnel, and consumers, and documentation of online marketing materials.

Results: Graha Padjadjaran's marketing communication centers on providing clear product information, employing emotional consumer engagement, and maintaining intensive follow-up communication to build trust. Meta Ads platforms (Instagram Ads and Facebook Ads) serve as the primary digital marketing channels. Each IMC dimension contributes distinctly to image formation: promotion expands market awareness, advertising conveys credibility through visual content, personal selling positions the marketing team as the company's frontline representatives, and direct marketing fosters long-term consumer relationships through personalized service.

Conclusion: This study concludes that integrated marketing communication strategies — promotion, advertising, personal selling, direct marketing, and public relations — significantly strengthen Graha Padjadjaran's corporate image, while effective complaint handling through service excellence reinforces sustained consumer trust.

References

Abdullahi, M. S., & Seed, Y. E. A. (2021). Awareness and practice of information literacy among the professional librarian of public libraries amid covid 19 pandemic in Nigeria. Jewel Journal of Librarianship, 16(3), 117–128.

Arianto, N., & Difa, S. A. (2020). Pengaruh kualitas pelayanan dan kualitas produk terhadap minat beli konsumen pada PT Nirwana Gemilang Property. Jurnal Disrupsi Bisnis, 3(2). https://doi.org/10.32493/drb.v3i2.6299

Cahyono, B., Haryono, A. T., & Malik, D. (2016). Analisa kekuatan strategi pemasaran melalui online marketing, offline marketing dan service Excellent terhadap loyalitas konsumen PT. Adinata graha raya kaliwungu dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Ekonomi Dan Bisnis Kontemporer, 2(1).

Dahiru, A. B. (2021). an Examination of Information Literacy Skills on the Use of Library Information Resources Among Undergraduate Students in University in Adamawa State. American International Journal of Humanities, Arts and Social Sciences, 3(1), 1–5. https://doi.org/10.46545/aijhass.v3i1.182

Derivanti, A. Des, & Ramadhani, A. (2023). Strategi Komunikasi Pemasaran PT. Mitra Property Group Dalam Meningkatkan Penjualan Property Di Perumahan Sentul City Bogor. Jurnal Ilmiah Dan Karya Mahasiswa, 1(4), 435–448. https://doi.org/10.54066/jikma.v1i4.571

Filayly, T. N., & Ruliana, P. (2022). Strategi public relations dalam memulihkan citra perusahaan. PARAHITA: Jurnal Pengabdian Kepada Masyarakat, 3(1), 29–40.

Halkis, M., & Ninda, Z. (2021). Education System Transformation of the Indonesia Defense University in supporting scientific literacy. Library Philosophy and Practice-Electronic Journal, 5507.

Hermawati, A. (2023). Pengaruh Penanganan Keluhan, Komunikasi Pemasaran dan Kepercayaan terhadap Loyalitas (Literature Review Manajemen Pemasaran). JMPD: Jurnal Manajemen Dan Pemasaran Digital, 1(1), 14–28. https://doi.org/10.38035/jmpd.v1i1.18

Humaidi, M. A. (2021). Hubungan Komunikasi Pemasaran Dengan Minat Menabung Nasabah Di Bank Bri Kcp Samudera Banjarmasin. Jurnal Mutakallimin: Jurnal Ilmu Komunikasi, 4(1), 61–67. https://doi.org/10.31602/jm.v4i1.5353

Johana, K., Setiadarma, D., & Wijaya, K. D. P. (2020). Strategi Komunikasi Pemasaran 10 Destinasi Pariwisata Prioritas “Bali Baru” di Kementerian Pariwisata Republik Indonesia. JEMSI: Jurnal Ekonomi Dan Manajemen Sistem Informasi, 1(6), 631–648. https://doi.org/10.31933/JEMSI

Kotler, P., & Keller, K. L. (2022). Intisari Manajemen Pemasaran Edisi 6 (6th ed.). Penerbit Andi.

Kusniadji, S. (2016). Strategi Komunikasi Pemasaran Dalam Kegiatan Pemasaran Produk Consumer Goods (Studi Kasus Pada PT Expand Berlian Mulia Di Semarang). Jurnal Komunikasi, 8(1), 83–98.

Maesaroh, S., & Rudianti, W. (2022). Peningkatan Kepuasan Konsumen Pada UMKM Melalui Komunikasi Pemasaran, Komitmen Penangan Keluhan Dan Kualitas Produk Di Kabupaten Banjarnegara. Jurnal Ilmiah Ekonomi, 17(1), 222–234.

Manunggal, D. R. (2023). Pengaruh Service Quality, Corporate Image Dan Trust Terhadap Customer Satisfaction Pada PT Andalan Pacific Samudra.

Matonkar, M. P. V., & Kumar, M. M. (2021). Assessment of information literacy among the students of PES’s Rajaram and Tarabai Bandekar College of Pharmacy. Library Philosophy and Practice (e-Journal), 5068.

Maulyan, F. F., Drajat, D. Y., Angliawati, R. Y., & Sandin, D. (2022). Pengaruh Service Excellent Terhadap Citra Perusahaan dan Loyalitas Pelanggan: Theoretical Review. Jurnal Sains Manajemen, 4(1), 8–17.

Nurjanah, R., & Mulazid, A. S. (2018). Pengaruh Kualitas Pelayanan dan Corporate Social Responsibility Terhadap Citra Perusahaan. Muqtasid: Jurnal Ekonomi Dan Perbankan Syariah, 9(1), 40–53. https://doi.org/10.18326/muqtasid.v9i1.40-53

Priangga, F., Suardy, W., & Noor, T. D. F. S. (2022). Tinjauan Atas Peranan Sales Promotion Pada PT. Ruang Abadi Properti Indo. Jurnal Aplikasi Bisnis Kesatuan, 2(1), 75–82. https://doi.org/10.37641/jabkes.v2i1.1356

Rahmadani, F., & Andrini, S. (2021). Strategi Public Relations Dalam Membangun Citra Perusahaan Melalui Pameran Indonesia International Motor Show (IIMS). Jurnal Audience: Jurnal Ilmu Komunikasi, 4(1), 38–59. https://doi.org/10.33633/ja.v4i01.4203

Sapitra, D., Sigiro, D. S., Suryani, H., Samosir, F. T., & Sa’diyah, L. (2025). Literacy Strategy Information for Users of the University of Muhammadiyah Bengkulu Library. Tibanndaru: Jurnal Ilmu Perpustakaan Dan Informasi, 9(1), 17–26. https://doi.org/10.30742/tb.v9i1.4239

Setyastuti, Y., Hanief, L., & Mahmudi, N. (2021). Disaster Communication and Information Literacy of Mothers in Facing Flood Disasters in Banjar Regency. Library Philosophy and Practice (e-Journal).

Sitepu, L. B. (2021). Pengaruh Kualitas Pelayanan, Citra Koperasi, Dan Simpan Pinjam Terhadap Kepuasan Anggota Koperasi Simpan Pinjam Perkeleng Sekunder (KSP PERKELENG SKD) Wilayah Sibolangit.

Surbakti, K. W. R., & Sayekti, R. (2025). The effectiveness of Deli Serdang library’s information literacy program on community literacy skills. Informatio: Journal of Library and Information Science, 5(3), 223–237. https://doi.org/10.24198/inf.v5i3.65567

Syahwi, M., & Pantawis, S. (2021). Pengaruh Kualitas Produk, Kualitas Layanan, Citra Perusahaan, dan Nilai Pelanggan Terhadap Kepuasan Pelanggan IndiHome (Studi Kasus pada PT Telkom di Kota Semarang). ECONBANK: Journal of Economics and Banking, 3(2), 150–163.

Tarannum, N., & Mondal, P. (2022). Health Literacy: A Catalyst for meeting health information need of BPL Community of Malda District. Library Philosophy & Practice.

Wann, T., & Khongtim, J. (2021). Agricultural information literacy skills of turmeric farmers in Shangpung Village of Meghalaya. Library Philosophy and Practice (e-Journal), 6543.