Strategy Marketing Public Relations Serviced Apartment AXIA dalam Mempertahankan Tingkat Occupancy

Abstract

This research is titled “Strategy of Serviced Apartment AXIA’s Marketing Public Relations (MPR) in Maintaining Occupancy Level”. Researcher would like to know about the strategy used by Serviced Apartment AXIA South Cikarang’s MPR, as well as approach method implemented towards its customers. As a result of the growing development of Real Estate Business in Cikarang, Bekasi, Karawang, and surrounding areas, the Public Relation teams of each serviced apartments competing for public attention, positive image, and trust from the community. This is what Serviced Apartment AXIA South Cikarang does in implementing its MPR Strategy in order to maintain the Occupancy Level to be always high. This research uses Qualitative Research Method with Interpretivism Paradigm and Descriptive Approach. The data is gained from the transcript of in-depth interview with informants.The researcher has selected three informants, among which are Guest Relation and Public Relation Manager, Assistant Sales Manager, and Sales Staff (Japanese Speaker). Serviced Apartment AXIA South Cikarang implements its MPR Strategy by understanding exactly who the public target is, then based on the culture, habits, and hobbies of the target, AXIA South Cikarang making approach by holding appropriate events. The media selected for publication is well considered. Although owned by Toyota Group which is a famous brand in automotive  industry, Serviced Apartment AXIA South Cikarang still strives to improve its service quality.