The implementation of social media marketing at Tasik Bumimaju Sdn Bhd

Abstract

The purpose of this study is to identify the causes of declining property sales, to determine the strategies of social media marketing and apply interventions that are able to increase property sales in the company through social media marketing. Social media marketing is the use of social media platforms and websites to advertise a product or service. The research project use mixed-methods sequential explanatory design which consist of quantitative followed by qualitative. There are 100 respondents answered the survey questionnaire and data will be analysed using SPSS tool. For qualitative, there are 6 interviewee and data will be analysed using NVivo software. The focus of this study will be on adopting Facebook to boost property sales. Facebook advertising, creating and posting a video about the housing development, are the intervention for cycle-1. The interventions repeated for cycle-2 with additional Facebook live streaming. Through T-Test analysis, it demonstrates that the interventions carried out were successful and the data is statistically significant. All three objectives in this research have all been met. The number of likes on the Facebook page has increased to 386. Besides that, the housing inquiry has seen an increase in interaction on the page. The total number of visits to the sales office and number of home bookings have increased significantly. This approach is suitable using Honeycomb model and findings of this study will directly benefit the company with traditional marketing strategy and low property sales.