Efektivitas Aplikasi Rumah123 di Segmentasi Pasar Kabupaten Jepara
DOI:
https://doi.org/10.37385/ceej.v7i5.12130Keywords:
Efektivitas Aplikasi, Segmentasi Pasar, Pemasaran Digital, Rumah123, Studi KasusAbstract
Perkembangan teknologi digital dan tingginya penetrasi internet di Indonesia telah mendorong lahirnya berbagai platform pemasaran properti daring, salah satunya aplikasi Rumah123, namun efektivitasnya dalam mendukung segmentasi pasar di daerah non-metropolitan seperti Kabupaten Jepara masih belum banyak dikaji, sehingga PT. Wimha Cipta Karya sebagai pengembang perumahan lokal menghadapi kesenjangan pemahaman mengenai kesesuaian platform tersebut dengan karakteristik konsumennya. Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan aplikasi Rumah123 dalam mendukung segmentasi pasar dan kegiatan pemasaran properti di Kabupaten Jepara, mengukur efektivitas fitur-fitur utamanya, mengidentifikasi faktor internal dan eksternal yang memengaruhi pemanfaatannya, serta merumuskan strategi optimalisasi platform digital bagi perusahaan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus pada Tim Pemasaran PT. Wimha Cipta Karya, dengan data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan teknik analisis tematik mengikuti tahapan Braun dan Clarke. Hasil penelitian menunjukkan bahwa Rumah123 efektif sebagai sarana pencarian informasi dan pembentukan segmentasi awal, khususnya bagi konsumen dengan literasi digital yang baik, namun belum efektif digunakan sebagai satu-satunya kanal pemasaran karena masyarakat lokal masih mengandalkan media sosial umum, relasi keluarga, dan makelar terpercaya. Efektivitas platform juga dipengaruhi oleh kualitas listing, kepercayaan konsumen, serta kemampuan tim pemasaran menindaklanjuti calon pembeli hingga tahap transaksi. Penelitian ini menyimpulkan bahwa Rumah123 memiliki posisi strategis sebagai kanal pendukung dalam pendekatan pemasaran hibrida atau online-to-offline, sehingga perlu diintegrasikan dengan media sosial dan komunikasi langsung agar efektivitasnya dalam mendukung segmentasi pasar properti di Jepara dapat dioptimalkan.
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