MARKETING STRATEGY OF SENIOR LIVING D’KHAYANGAN JABABEKA CIKARANG

By:

Shita Oktaviani Nurhikmah

014201400120

A Skripsi presented to the Faculty of Business President University in partial fulfillment of the requirement for Bachelor Degree in Management

March 2018 i

SKRIPSI ADVISOR

RECOMMENDATION LETTER

This skripsi entitled “STRATEGY MARKETING OF SENIOR LIVING D’KHAYANGAN JABABEKA CIKARANG“ prepared and submitted by Shita Oktaviani Nurhikmah in partial fulfillment of the requirements for the degree of Bachelor in Faculty of Business has been reviewed and found to have satisfied the requirement for a skripsi to fit to be examined. I therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia, 29 th March 2018

Acknowledged by, Recommended by,

Dr. Dra. Genoveva, M.M Sonny V. Sutedjo, SE, MM

Head of Management Study Program Advisor

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DECLARATION OF

ORIGINALITY

I declare that this skripsi, entitled “STRATEGY MARKETING OF SENIOR LIVING D’KHAYANGAN JABABEKA CIKARANG “ is to the best of my knowledge and beliefs, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, 29 th March 2018

Shita Oktaviani N

NIM : 01420140012

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ABSTRACT This research highlights the marketing strategy for d‟khayangan, a senior living company at Jababeka Cikarang, so as to improve it sales. The objective of this research are to determine the current problems in marketing in Senior Living D‟khayangan, so the occupancy totally less than the total capacities, the consumer perception of d‟khayangan, and the effective promotion strategies for d‟khayangan to achieve the target. This research uses qualitative methods research. From this study it is found that the promotion done is not in the right target. The Culture understanding that think the senior living is the place for abandon parents maybe influence the selling but not significant. To increase the ocuppancy, The promotion in form of event that must be done should be in the right place for example in the park where potensial market live so d‟khayangan can meet the right target market.Other promotion may also be in form of magazine or newspaper advertisement that cover wider than cikarang.

Keywords: Marketing strategy , promotion , hospitality

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ACKNOWLEDGEMENT

After an intensive period of several months, today is the day: writing this note of thanks is the finishing touch of my research. It has been a period of intense learning for researcher, not only in the scientific arena, but also on a personal level. Writing this research has had a big impact to researcher. First of all, the author is very grateful to Allah SWT for without His graces and blessings, this study would not have been possible. The author also would like to reflect on the people who have supported and helped the author so much this period.

 My sincere thanks goes to my beloved father and mother who always give me the unlimited support throughout my life, blessings, prayers, and endless patience.  My sincere gratitude to my advisor, Mr. Sonny V Sutedjo for the continuous support of my bachelor degree study and research, for his patience, motivation, enthusiasm, advices, sharing, and immense knowledge. His guidance helped me in all the time of the research and writing this skripsi.  My sincere Dr., Dra. Genoveva, MM. as the Head of Study program Management for guidance helped me in all my problems of the research.  My sincere Dr.Vinta Saibi. as my Aunty and also my lovely lecturer for guidance helped me with patient, motivation,sharing in all my problems of the research.  I would also thanks to Ms.jenni to help me getting information with D‟khayangan  My sincere Sister and Brother Nova Rubiah, Rara nurfatimah, M.Rafi irwansyah to support me doing this thesis.  I also want to thank to my best friend Muhammad Dizi Fauzi and Aninda fajar wati who always be my side and Nindita ariandayu thankyou for your support, cares, helps being my cheerleader and my walking diary from start I do this thesis until the end I finish my thesis.

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 My best friends Marcella Gracia, Mayti Wulandari , Syinthia Betsyeba, Rachel immanuel from Unyu Unyu and All Brutal family for always be with me in every situation support to do this thesis.

Cikarang, March 2018

Shita Oktaviani N

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TABLE OF CONTENTS

PANEL OF EXAMINERS ...... i

SKRIPSI ADVISOR ...... ii

DECLARATION OF ORIGINALITY ...... iii

ABSTRACT ...... iv

ACKNOWLEDGEMENT ...... v

TABLE OF CONTENTS ...... vii

LIST OF TABLE ...... xi

LIST OF FIGURE...... xi

CHAPTER I INTRODUCTION ...... 1

1.1. Background ...... 1

1.2. Research Question ...... 4

1.3. Research Objectives ...... 4

1.4.Significance of the Study ...... 4

1.5 Limitation...... 5

1.6. Organization of the Thesis ...... 5

CHAPTER II LITERATURE REVIEW ...... 6

2.1 Marketing ...... 6

2.2 Hospitality ...... 9

2.3 Marketing Strategy in Hospitality Industry ...... 10

2.4 Segmentation, Targeting, Positioning (STP) ...... 13

2.5 Niche Market ...... 19

2.6 Marketing mix ...... 19

2.6.1 Product ...... 20

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2.6.2 Price ...... 22

2.6.3 Place ...... 23

2.6.4 Promotion...... 24

2.6.5 People...... 32

2.6.6 Process ...... 32

2.6.7 Physical evidence ...... 33

2.7 Senior Living ...... 33

CHAPTER III METHODOLOGY ...... 35

3.1 Research Methodology ...... 35

3.1.1 Case Study ...... 35

3.1.2 Tringulation ...... 36

3.2 Research instrument ...... 36

3.3Research subject ...... 37

3.4 Data collecting technique ...... 37

3.4.1. Primary Data ...... 37

3.4.2 Secondary data ...... 38

3.5 Data Analysis ...... 38

CHAPTER IV ANALYSIS AND INTERPRETATION ...... 39

4.1 Company Profile ...... 39

4.1.1 Vision , Mision , Philosophy ...... 39

4.2 Data Result ...... 40

4.2.1 Description of Research informants ...... 40

4.2.2 Description of Research Results ...... 42

4.2.3 Discussion ...... 42

CHAPTER V CONCLUTION AND RECCOMENDATION ...... 70

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5.1 Conclusion ...... 70

5.2 Recommendation ...... 71

REFERENCE…………………………………………………………………...73

APPENDIX ...... 77

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LIST OF TABLE

Table 1 : Room occupancy of D‟khayangan...... 3

Table 2 : Price of senior Living...... 45

Table 3 : Facility of Senior Living...... 46

Table 4 : Summary of Customer Perception...... 58

Table 5 : Action Plan in July ...... 66

Table 6 : Action Plan in August...... 67

Table 7 : List of the street or residents & Apartment in Central Jakarta...... 105

Table 8: List of the street or residents & Apartment in South Jakarta...... 111

Table 9: List of the street or residents & Apartment in South Jakarta...... 126

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LIST OF FIGURE

Figure 1 : Marketing Orientation...... 8

Figure 2 : Marketing strategy of hospitality company...... 11 Figure 3 : Innovation type of hospitality...... 12

Figure 4 : STP Process...... 13

Figure 5: Three type of segmentation strategy...... 18

Figure 6 : Cheap Area in Jakarta...... 56

Figure 7 : Consumption rate based on province...... 57

Figure 8 : Coverage Area To Spread Brochure Event...... 63

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CHAPTER I

INTRODUCTION

1.1 Background Every service company has one objective that is to keep producing their services and developing the company. This objective can be achived through effort to maintain and increase profitability of the company. It can be done if the company can maintain and increase the service they produced. By appliying effective marketing strategy and using opportunity in increasing sales, the position of the company in the market can be increased or maintained ( Morrison, 2011). Related to that matter, modern marketing has a big role as direct supporting to company profit rise.

Indonesia as a gateway between the east and the west continent trade. Indonesia is known as producer of copper, nickel, nutmeg, essential oils, gold. Indonesia is also the top 5 by volume of foreign direct investments in Pacific Asia. All the above statements makes Indonesia being an attractive destination for investment. It is also supported with its a giant market, nation stability and comparatively low labor costs as well as the existence of raw materials. With 250 million inhabitants living in diversity and the fourth most popular country in the world, Indonesia is currently viewed as an “Asia‟s next big opportunity,” regarding its fast growing economy and suitable demographics. One major industry in Indonesia is property industry. The increase of property industry has attracted and contributed in positive way to the national economic growth, of which many corporation and individual want to try their luck at property industry. More than that, the intent growth of business at this sector also made the prosperity and development of property investor. Not only international, but also local investor ( Fauzan, 2017).

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One of related sector with property industry is hotel, of whose aggressively develop in Indonesia. It belongs to hospitality industry. Hotels in Indonesia raging from 5 stars to non-stars hotels. The total number of stars-hotels in Indonesia is 2.350 hotels. Meanwhile non-stars number is 16.000 hotels. In general, the contribution of service industry in Indonesia is 64,7%. In details, transportation and storage sector contribute 7.74% .Corpooration sector contribute 7,36%. information and consumption sector contribute 8,87% . Finance and insurance sector contribute 8,9%. Specifically, Service sector out of Finance, education, health and coorporation sector (Hospitality industry ) contributes 7,80% of total Indonesia Gross Domestic Product. (Sukmana,2017).

Hospitality industry is considered a complex product-service economic activity. The activity, including accommodation, food and beverages, offers a variety of complementary services in order to meet modern needs, demands and desires of tourist consumers. Cerovic in Batinic (2013) defines “Hospitality is an economic activity which organizes, provides and meets the needs of guests for overnight stays, food and beverages.” In other words, hospitality can be considered as a production and service industry. Preparing food and drink is under production industry while providing accommodation and serving prepared food and beverages are under service industry. Currently, tourism and hospitality industry is growing to be one of the fastest growing industry worldwide. It generates more direct and indirect employment opportunities, income for local destinations and hotels and tax revenues for the governments.

One of hospitality industry sector is Senior Living. In Indonesia, Luxury Senior living is only 3. They are Senior Living D‟khayangan in jababeka bekasi, Rukun Senior Living in Sentul bogor and Sadajiwa Senior Living in Bali. D‟khayangan is one of Senior Living services company located in Jababeka Residences Cikarang, West Java, Indonesia. It is a joint cooperation between Jababeka and Longlife Holding Japan. Senior Living D‟khayangan is an integrated exclusive residence for senior citizen with concept customized based on individual need. Diffrent with other Senior Living which give standard services, D‟khayangan gives personal services diffrently to each person for example nutrition need, meal 2

time, wake up time, sleeping time, hobby, vitamin need and medicine that should be consumed regularly. It highlights principle to bring habit and comfort at home into D‟khayangan. But, with all luxury facility and services, D‟khayangan still cannot have many senior residents to live with it. In fact, D‟Khayangan cannot achieve its target, and below their room capacities. Below is figure that shows room occupancy of D‟Khayangan.

Year Room Capacity Occupancy

2017 44 4

2016 44 5

2015 44 2

Table 1 : Room occupancy of D‟khayangan

The promotion that has been done by D‟khayangan is not in the right target. For example D‟khayangan makes event coloring games for kindergarden. The potensial costumer of d‟khayangan is grey market. If d‟khayangan invite kindergarden student to their place, the target market is not right. The latest event, Japanese karaoke festival is for student and university student age from 15-22 years old and also public. This event does not support the target market of D‟khayangan. So the writer conclude that is promotion that has been done is not in the right target. Perception from the residence and also the potential customer can influence the sales.

With the background above, the writer would like to solve the problem in the Senior Living D‟kayangan so that it can increase the number of senior residents. It is the bottom line that the writer choose the title of this thesis “ Marketing Strategy of Senior Living D‟khayangan Jababeka Cikarang to Improve Sales”.

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1.2. Research Question In writing this thesis, the writer would like to find out the answer of the following research questions:

1. What are the current marketing problem in Senior Living D‟khayangan, so the occupancy totally less than the total capacities ?

2. What are the consumer perception of d‟khayangan ?

3. What are the effective promotion strategies for d‟khayangan to achieve the target?

1.3. Research Objectives By writing this thesis, the writer has objectives :

1. To determine the current problems in marketing in Senior Living D‟khayangan, so the occupancy totally less than the total capacities

2. To determine the consumer perception of d‟khayangan

3. To determine the effective promotion strategies for d‟khayangan to achieve the target

1.4. Significance of the Study This research will be significant to Senior Living D‟khayangan as this will provide more valuable information about the potential customer and the effective marketing strategy to be applied so that Senior Living D‟khayangan can increase its residence occupancy. It also give reccomendation about the form of promotion to be applied effectively.This study will also significant to the writer as she gain better understanding about the effective marketing strategy. Hence, this reasearch will be significant to the future writer who will research about other marketing strategy which is not mentioned in this study.

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1.5. Limitation This study is limited to Senior Living D‟khayangan Jababeka Cikarang. Senior Living D‟khayangan is Senior Living services company located in Jababeka Residences Cikarang, West Java, Indonesia. It is a joint cooperation between Jababeka and Longlife Holding Japan. There are Five respondents suppoting this research. Two respondents are residence of D‟khayangan. Two respondents are potential customers. And one Respondent is Head of marketing manager. All respondents support information to complete this research.

1.6. Organization of the Thesis The organization of this thesis is as the following. In chapter I, introduction, it will discuss the background of this study. It also consist the problem facing by Senior Living D‟khayangan, research questions that will be answered by doing this research and objectives of this study. In chapter II, each point will be review from theory, and other sources. In this part, definition and other factor will be exsplain. In methodology, methods will be exsplain which is qualitative approach. Finally in conclusion and recommendation, the writer summarised all the study and come up with recommendation.

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CHAPTER II

LITERATURE REVIEW

The description of the literature review begins with a presentation of several theories that support this thesis writing. At first, the writer would like to describe the concept of Marketing. After that the writer describes about Hospitality. Then the writer describe about Marketing Strategy in Hospitality Industry.Then the writer Highligh Segmentation, Targeting and Positioning which is best known as STP. Then, the writer will describe about Niche marketing. Then the writer describe about Marketing mix. Then the writer describe about Senior Living. All of theory is the theory that underlying this thesis.

2.1 Marketing Marketing is an essential element in running any business. Even though it is proven to be an important factor which determines the success of any hotel unit, yet it is a phenomenon which is often taken for granted. This chapter gives a definition of marketing and explains in details the different marketing styles used in the hospitality industry.

Kotler, one of the main expert in marketing gives a meaning of marketing from the managerial point of view as “a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others”. Kotler then explained more it in detail by referring to marketing as “a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”. (Kotler & Armstrong : 2010) This definition gives an insight into how marketing managers view marketing. Perhaps, the definition given by the American Marketing association (AMA) will also help to clear some of the misconceptions on marketing and give a deeper understanding to it. According to them “Marketing is the activity, set of institutions, and processes for creating,

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communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large”( AMA 2013).

From the definitions above, one can see that marketing is a broad concept that encompasses more than selling and advertising. We can agree that much of decisions relating to marketing are taken before the product or services come into the market. In fact, the goal of marketing is to make selling and advertising unnecessary. At this juncture, it is necessary to write about how it came into the hotel industry in order to fully appreciate its importance in the hotel industry.

The idea of advertising introductions regularly comes up amid the way toward deciding whom need ought to be given to when an organization decides. Market condition changes after some time. These days, most organizations consider the clients as the most essential factor to which all advertising ought to be orientated. As per Talabi (2015) , There are fundamentally numerous models of promoting introductions. Among the most famous ones are the generation, item, deals and advertising introductions.

The idea of marketing orientations regulary comes up during the way of determining whom priority should to be given to when a company makes decisions. The environment of the market changes after some time. Nowadays, most companies consider the customers as the most essential factor to which all marketing should be orientated. According to Talabi (2015) , There are fundamentally numerous models of marketing orientations. Among the most famous ones are the production, product, sales and marketing orientations. These are explained below:

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Figure 1 : Marketing Orientation ( Adapted from http://www.learnmarketing.net/orientations.htm)

Under this type of orientation, mass production is the key. Companies that adopt this type of marketing philosophy believe that if products are produced on a large scale, costs can be reduced while a profit is maximized in return irrespective of demand for the product. In the hotel industry, hotel units that practice this type of orientation believe in having large buildings with many rooms and try to minimize the running costs of the hotel by employing fewer workers, reducing overall costs and the fixed costs of the operation are usually the goal. This was very common in the early 1900.

A company which produces products focuses on making a high quality product with features that make the product better than the competitors. The company that uses this approach believes that a superior product will automatically sell itself in the market. Applying this philosophy into hotel industry, the goal is to have facilities that go beyond regular to luxurious facilities with the hope that guests will automatically embrace the hotel product since it is superior to the ones provided by the rivals. The shortfall of using this approach is that the outcome of it is not guaranteed since it is not known whether or not the guests wanted the product.

A sales orientated company makes products without much research whether or not the product is needed in the market place. This marketing orientation is built 8

around the philosophy that customers will not buy a product or service unless they are persuaded to buy. Companies that use this approach spend such amount of money to do advertising and promotion. The goal is to make sure that they sell their product irrespective of what the customer or the market really needs. A sales orientated company believe that an aggressive sales method is the key to success in business.

A company that focuses on marketing highlights all its activities on gaining the customers‟s needs and satisfaction. Meanwhile, a company that uses this strategy generally acknowledge the customer as the king and its ma goal is to deliver value to its customer. A considerable measure of time and researches about how to meet the needs and desire of the customers need to be done in achieving this. The customers are the center focus during product development as well as when implementing the company‟s marketing strategies. The application of market research on a continuous basis gives companies of this type a marketing edge in achieving the expectation of the customer. In addition, this can establish a positive relationship towards the customers and get feedback concerning the customers‟ satisfaction with the product. This helps in improving and inventing new products as the market changes.

2.2 Hospitality Cerovic in Batinic (2013) defines “Hospitality is an economic activity which organizes, provides and meets the needs of guests for overnight stays, food and beverages.” In other words, hospitality can be considered as a production and service industry. Preparing food and drink is under production industry while providing accommodation and serving prepared food and beverages are under service industry.

Based on years of research, a prominent scientist in the field of hospitality Ivan Marošević as qouted by Batinic (2013) classified modern hospitality into three basic groups:

1. Hospitality which includes hotels, motels, all-suite hotels, tourist apartments, touristresorts, inns and guest houses. In broader sense, 9

hospitality also includes other facilities that provide accommodation such as camping sites, holiday homes, youth hostels, rooms for rent, resorts, hiking and hunting lodges and boarding houses.

2. Restaurant industry which includes restaurants, taverns, grills, pizzerias, bistros, fast food facilities, patisseries, catering and canteens.

3. Bars which include night bars, night clubs, disco bars, cafes, cyber cafes and coffee shops. In a broader sense, entertainment centres, beer halls, buffets, pubs and pothouses.

A hospitality company which only concentrates its marketing programs on one market portion usually adopt a concentrated or centered segmentation strategy. This is also known as niche marketing strategy. The hospitality company can concentrated only just a particular market, for instance the luxury leisure market or focused within a specific geographic region. Because the company only focus on one segment, so it is possible for the hospitality companies to better comprehend the necessities and needs of their customers.

Morrison (2011) describe two groups of individuals in hospitality and travel marketing, to be specific the guest (customers) and the host ( the indiciduals who work with hospitality and travel organization ). Managing this guset-host relationship is one of the key function in our industry; in fact, some say it is the most important.

2.3 Marketing Strategy in Hospitality Industry In general, Marketing began because of economic and business weight and a need to fulfill customer needs. The development of industrial advertisement is the same as in each other industry. The developing of the quantity of visitors who require the accomodation and the expansion in rivalries turns into the reason. Likewise, the lodging business is turning into a develop mature market where the opposition is expanding all around. It makes a big shift to marketing. Cooper et al in Talabi (2015).

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The competition in hospitality industry requires the company to formulate a strategy which can adapt to the changes in the market. Usually, the goal is to identify opportunity to serve the market that is profitable and effective so it is difficult for another company to take up the opportunity without becoming losses. In initial stage, it is believed the hotel will not make a profit, In the second year, it is predicted that the hotel will only break even. In the third year, the hotel may start to make a little profit. Hence, other marketers in the hotel industry think that the hotel can start to make a profit right away from the first year of starting into the industry if they use the right marketing strategies. An hotelier that wants to achieve success needs to have a deep understanding of marketing and how to combine various marketing elements such as the price, product promotion and distribution.

Figure 2 : Marketing strategy of hospitality company

The above graph is a representation of the whole marketing strategy of a hospitality company . A company needs to utilize diverse blends of diffrent data soruce such as advertising marketing channels, personal selling, and advertising et cetera to get the desired return on investment. It is normal to see society changes

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in its esteem and needs so hospitality marketers also have to change the overall marketing strategy to fit the changes in society. (Jha: 2010)

The table below describes the ways to implement different innovations in the hospitality industry.

Figure 3 : Innovation type of hospitality

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In terms of Marketing, Dzhandzhugazova et al. (2016) describe the innovation as the following. A new improved marketing strategy, pointing the main changes in the outline and packaging of products, doing new sales techniques and product (services) presentations, product display and promotion on the markets, setting up new pricing strategies. Particular approaches to implement in hospitality industry are implementation of the results of market research, sharing experience by master, research by competitors, for example, creating and introducing the concept of sensory marketing.

2.4 Segmentation, Targeting, Positioning (STP) In general, companies are established to make product or services that meet the demands of consumers. Companies function differently when they produced goods or services. The process include producing goods or services, marketing, financial activities, and the management of human resources. Marketing is a social and managerial process where individuals and organizations get what they need and want through making and subtituting value with others. Therefore, Yabs (2014) defines marketing “as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”

Marketing strategy development covers frameworks as segmenting, targeting, and positioning (STP). The Segmentation-Targeting-Positioning (STP) process is the foundation of all marketing strategy. In order to develop marketing strategy, Tarantino as quoted in Khan (2013) stated three components that should be clearly defined: “Segmentation or who can I sell my services to?” ; Targeting or Who I am going to sell my services to? ; Positioning or How I am going to sell my services?”.

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The following figure describes the stages of STP implementation concept proposed quoted by DeSabro (2014) as modified from Kotler.

Figure 4: STP Process

Nowadays, companies are in the era where they orientation to customer. Every company attempts to break down markets into some parts of the consumer groups and treat them based the same characteristics, that is called market segmentation as mentioned by Gretzner in Khan (2013). Market segmentation is part of the 4Ps namely product, place, price and promotion that have been used to make position a firm in a center point in the market.

Regarding price, Research studies have shown repeatedly that customers tend to associate higher prices with higher-quality services and facilities.This especially true when:

1. Customer do not have enough information or prior experiences to compare features of competitive offerings. 2. Service are precieved as complex, and there is a high risk of making a bad choice. 3. Service are perceived as having a certain snob appeal and carry social prestige. 4. The diffrent between the price of competitive services is minimal. (Morrsion: 2011)

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From the above figure, stage I, Segmentation, some basic variables defined for segmentation, for example: customer needs, wants, benefits sought, preference, intention to buy, usage situations, are collected depending on the specific application. It was Smith in 1957 who first defined Market Segmentation as “viewing a heterogeneous market as a number of smaller homogenous markets in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants” (Yabs, 2014). In addition, Wedel and Kamakura noted that “even if a market can be partitioned into homogenous segments, market segmentation will be useful only if the effectiveness, efficiency and manageability of marketing activity are influenced substantially discerning separate homogenous groups of customers” (Yabs, 2014).

There are some basic segmentation methods that is usually used in order to identify alternatives for the consideration. They are Geographic Segmentation, Demographic Segmentation, Geodemographic Segmentation and Psychographic Segmentation or Lifestyle Segmentation. In detail, they are as the following :

A) Geographic segmentation is to define customers according to the location where they live.

B) Demographic segmentation is highlighted on age, gender, race, income, occupation etc. It is easy to define Demographic segmentation as it is geographic. This information can be acces freely. The advantages of demographic approach of segmentation, for instance: age, is ease to make a profile of an age segment and according to that set up appropriate strategy to communicate and creative consideration.

According to Armstrong and Kotler in Larsen (2010) ” The consumer‟s needs and desire change with age. As the result, some companies use age and life-cycle segmentation, where age and the life-cycle determine the marketing approach.” Regarding segmentation based on age, one of the market called senior citizen 15

market. It is often called as the „grey‟ market, and includes people in the following age groups:

1. Older people whose age between 55 and 64

2. Elderly people whose age between 65 and 74

3. Aged people whose between 74 and 85

4. Very old people whose aged over 85.

Although the above group does not really fix, it helpsto see the different needs and desire of the of the grey market. For example, people over 70 are less interested in participating in leisure and sporting activities, whilst people aged between 55 and 70 are still relatively active and interested in participating in leisure and sporting activities. Senior Living market can be segmented to „grey‟ market. They are people whose age between 55 to over 85 years old.

C) Geodemographic segmentation is a combination of Geographic and demographic segmentation. For example, if the dimond company is selling beautiful diamond in expensive price, company should know that some areas are populated with residents of high income. According to Kotler and Keller in Larsen (2010) Income divides the market into different income groups. It is used in automobiles, clothing, cosmetics, financial services and travel. Many companies within the mentioned categories seek to target the high-income customers. Therefore, companies must consider the fact that the income does not always predict the most suitable customers for a given product due to the fact that some customers may have other preferences and prioritize their money different.

According to Sleight in Barry (2016) Geodemographic “ is defined as „the analysis of people by where they live‟. It brings together

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„geo‟, implying geography, and „demographics‟ of households or individuals into a single term”.

The level of geographical detail used for geodemographics is taken to be small areas, such individual postcodes.

Strenghts of geodemographics is ability to locate. The major strength of geodemographics is in its ability to point the geodemographical locations of each segments. These can be comunicated either on maps or as listings of streets and addresses, depending on the user‟s needs Barry (2016) . For instance, one possible target maybe to find out postal sectors containing the highest of concentration of a target smarket, while another maybe require a list of target postcodes or addresses.Available Systems will give output to the target locations in many alternative formats, such as maps, area listings or name and adrdress files.

D) Psychographic segmentation or lifestyle segmentation. Geoff Lancaster et al. in Khan (2013), describe “psychographic and lifestyle segmentation it is about how individuals spend time and money based on the personality, attitudes, education, cultural and social background”. “Social class segmentation divides the customers according to their preferences in cars, clothing, home furnishings, leisure activities, reading habits and retailers. However, although the tastes of social classes changes, many companies design products for specific social classes” (Kotler and Keller in Larseen (2010)).

Major hospitality companies which adopt a differentiated segmentation strategy identify the differences between the needs and wants of various market segments, and develop individual marketing programs to satisfy the needs and wants of each market segment.

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In stage II, Targeting, Demand . cost and competitive advantage are evaluated because of financial attractiveness of each market segment.. Based on this evaluation, one or more target segments are selected as targets based on the profit potential of such segments. The “optimal” level of resources is then determined to allocate to these targeted market segments. David Jobber in Khan (2013) defines that “target market is a chosen segment of market which a company has decided to serve”. This is a technique in order to address identical marketing mix to the same segments. At the targeting stage, segmentation targeting becomes a crucial issue. If the company decides to segment the market then comes an issue to what extent segmentation is needed. There are three types of segmentation strategies: strategy 1 - undifferentiated marketing, strategy 2 – differentiated marketing and strategy 3 – concentrated marketing. Figure 2 below clearly shows the strategy used.

Figure 5 : Three type of segmentation strategy

In stage III, Positioning, the marketer identifies a positioning concept for the firm‟s products or services that attracts targeted customers. Positioning strategy is the process where hospitality companies try to develop a different and good position in the minds of target markets, compared to competitors. The purpose of positioning is to ensure that target markets clearly understand what the product or service stands for in the marketplace.

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2.5 Niche Market According to Thilmany(2012)” niche markets consist of groups of consumers or market segments in larger marketplace who have similar demographic, purchasing behavior, and lifestyle characteristics”. Shani & Chalasani in Akbar et al (2017) defined “niche marketing as the process of carving out a small part of the market whose needs are not fulfilled”. By specializing along market, customers, product or marketing mix lines a firm can match the unique needs of the niche or that group. Dalgic & Leeuw in Akbar et al (2017) consider a niche market to be a small market consisting of an individual customers or a small group of customers with similar characteristics and defined niche marketing as positioning into small, profitable homogenous market segment which have been ignored or neglected by others. Amubode in Akbar et al (2017) stated that focus on niche marketing is addressing a need for a product or services that is not being addressed or ignored by mainstream providers. Parrish (2010) defines the niche marketing as focusing on a specialized consumer segment or market.

Niche markets becomes niche marketing which is the process of developing finer and finer market segments .Hence, there are two ways to identify niche markets. One is for firms to effects of a trend or a developing concern among existing and potential buyers. The second one is through continuous monitoring of customers where the task is to further subdivide the group by identifying specific sub-group characteristics. From the marketing perspective, niche markets become an active enterprise task that focuses on the functions, needs, and wants of the buyers. The main task is to align the firm's capabilities and resources in a specialized manner to deliver products and services that are not met in the broader market place.

2.6 Marketing mix Marketing is “is a process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” (Kotler, Armstrong, Agnihotri and Haque, 2013). According to Cutler in Mei (2011)” Marketing understands what people want and seek in a market and supply and provision of goods and services to meet their

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needs and achieve goals. This is a set of controllable elements of marketing tools and marketing strategies of a company in combining these elements.” Cutler explains that “a set of marketing mix variables can be controlled by the marketing companies and institutions in their target market”. Another opinion is from HaKansson in Mei (2011) “Elements of the marketing mix are a set of marketing tools for achieving the goals of the institute of marketing.”

Marketing mix means the product, distribution, promotion and pricing strategies to produce and carry out exchanges and achieve the target markets. "Marketing mix - interrelated actions and solutions to meet consumer needs and to achieve the company's marketing goals, a whole" (Sereikienė-Abromaitytė (2013)). "Marketing mix - a set of relevant factors and solutions that enable customers to meet the (national) needs and achieve the goals set by the company” (Pruskus (2015)). According to Singh (2016), “marketing is a complex range of marketing mix solution variables used in the company seeking to sell their goods and services.” The most studied service marketing mix, popularly referred to as the 7 P‟s, which has seven elements were extracted from the twelve elements. These abouve mentioned elements are the product, price, place, promotion, people, process and physical evidence (Kotler et al, 2013). According to Hameed and Zaytoonah (2014) asserted that the 7 P‟s can be used to meet the customers‟ needs.

2.6.1 Product Product is a physical product or service to the consumer which he or she is willing to pay. It includes half of the material goods, such as furniture, clothing and grocery items and intangible products, such as services, which users buy (Singh (2016)).

Dang (2015) highlights that “ the product is the first and one of the key marketing elements. Kotler and Armstrong emphasizes that the product: "is what can be offered to the market, to get attention, to be the acquisition of used or used, and can satisfy the wants or needs."

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The analysis of the scientific literature revealed that the product is peer with the service. The same services as compared to the product / product have different characteristics, namely:

A) Intangibility - intangible traits, which have many items, but the service can be considered as a product only when this feature is dominated by the tactile qualities. As such, the result - in addition to visual expression can customer awareness;

B) Non-accumulation - in which many services are projected at the same time as granted and must not be prepared in advance and stored. This raises labor allocation problems, such as seasonality;

C) Non-severability - since services production and consumption are closely related, so they cannot be separated and have no severed features. As such, it cannot tell the customer where there is none;

D) Heterogeneity - this is when the service is nothing other than the service provider and the recipient interaction, which may be granted not to every user similarly, for example, a television program about the increased taxes can be understood by each individual and focused on the perception about heavier tax burdens on others that helps assess the country's budget collection (Sereikienė-Abromaitytė (2013)).

A service is an experience and cannot be registered for future use. If the company adopts a standardized or localized international marketing strategy, the services and products offered by the company must highest quality production. So service and product quality are important for all service providers and company that want to stay and grow up. According to McCarthy and Perreault in Sangkaworn (2011) “quality means the ability of a product to satisfy customers‟ needs. Hotels and resorts must focus on providing quality services and products to their customers in order to keep them satisfied and perhaps make them repeat clients.”

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2.6.2 Price Price is one of the most important elements that determined a firm‟s market share and profitability. which increse not only profit but also market share. Even tough price is not only the elements but one it is the most flexible marketing mix elements, which can quickly adapt to environmental changes. The price can be specified as an actual or valuable, giving value, and the price of companies to identify their products or services in the role as the regulation of its marketability (Owomoyela, Olasunkanmi, Oyeniyi (2013)). The price can be defined as “ a monetary expression of value for the consumer agrees to pay” (Entrepreneurship Academy (2012)).

The price is the amount that the consumer must pay, that would involve exchanges, so the price of the product depends on the different elements of change. The price is the only marketing element, on which income and all other elements are related to the cost. Thus, price is one of the factors affecting the consumer, because it helps him to understand the value of the product. Also, the price can be specified as an actual or valuable, giving value, and the price of companies to identify their products or services in the role as the regulation of its marketability (Owomoyela, Olasunkanmi, Oyeniyi (2013)). Price is a sector that the company has applied degree to guarantee customer involvement and satisfaction.

Singh (2016) highlights that a main factor of determining prices is influenced by the cost of the product, marketing strategy and costs related to the distribution, advertising costs or price changes in the market. Pricing depends on volume of marketed production, so the higher the price, the sales decline. Therefore, setting your product price can be complicated and it is therefore possible to use the following measures:

A) Cost-plus - are accompanied by a standard percentage of profits to the future costs to manufacture the product, e.g., the evaluation of the fixed and variable costs;

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B) Value basis – it is build upon the buyer's perception of value (rather than its cost). In this case, the buyer's perception depends on all aspects of the product, including the quality of the image and prestige;

C) The competition - which relies on other companies competing products prices. Here, the company's prices compare the prices of their competitors and thus can directly monitor their competitors and price response to changes occurring in the market. Because otherwise, customers can select other vendors on the basis of proposals submitted;

D) Input Size - When entering a market is established a joint product price. Then, most companies have to cut down or too not to increase prices in order to keep control of the market;

E) Discount - which is based on advertising, helps reduce prices and thus can attract new customers and expand the market share;

F) Unprofitable guide - which is based on the assumption that the sale takes place at a lower price than the cost of production in order to draw attention customers to the store to buy other products;

G) Psychological - which has an impact on consumer behaviour, such as a price that looks better.

2.6.3 Place In developing business location is one of the most determining factors. A strategic and crowded location that is visited by consumers is on a business location that is close to some similar businesses can become its own market that makes it easy for consumers to look for whatever they need. According to Tjipotono in Marcelina (2017) “place is a distribution decision regarding accessibility of services to potential customers. Consideration in determining location is customer come to location or service provider come to customer.”

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2.6.4 Promotion Rowley in Chaharsougi (2011) define that “promotion is one of the key factors in the marketing mix and has a key role in market success. Promotion is used to make sure that consumers are aware of the products that the companies is offering.” The promotional mix is the combination of the different channels that can be used to communicate the promotional message to the consumers. The channels to be used are; advertising, direct marketing, public relations and publicity, personal selling, sponsorship and sales promotion.

McCarthy in Todorova (2015) determined the mix of marketing communications as a specific combination of the following elements: :

1.Advertising

2. Personal Selling

3. Sales promotion

4. Public relation

5. Direct marketing

The above mentioned are elements that companies use to implement their targets for advertising and marketing.

Meanwhile, a slight different opinion proposed by Morrison (2011) that explained Promotional Mix as the following :

1. Advertising

2. Personal selling

3. Sales promotion

4. Merchandising

5. Public relation and publicity

In detail, the promotional mix are described as follow.

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1. Advertising

In general, advertising is a form of marketing communication. It has objective aims to inspire, persuade, or even manipulate the viewers, readers or listeners to take or continue to take an action. Kotler and Keller (2012) defined it as “any paid form of nonpersonal presentation and promotion of ideas, goods or services from the sponsor evident by the print media.Telecommunications, network, electronic media and display media (billboards, signs, posters)”. Advertising performs many functions. The main function is to inform, persuade, reminder create additional utility impact on people's perceptions. As a result, advertising of certain products look more interesting and stylish than other products offered by competitors. In addition, advertising adds value to the purchase of expensive and risky products. It supports other promotional resources and can attract a large market. The costs in reaching the target audience, the cost of advertising is lower than personal sales. Hence, advertisers have several alternative means of advertising and can exercise control over the content of the advertising message, its design, time and place of the broadcast. Advertising can form a certain degree of awareness and knowledge about the existence of a product and brand that makes possible the application of modern forms of sale

2. Personal selling

“Personal Selling is expressed in a personal presentation of ideas and products to the client, in which the seller persuades and helps the buyer decide to purchase. This communication tool can be defined as two-way, face-to-face communications used to inform, give demonstrations to, maintain or establish a long-term relationship with members of particular audiences” as explained by De Pelsmacker et. al in Familmaleki (2015). Personal selling become the most important tool of the marketing communications mix in Business to Business markets. It also represents

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the company. In addition, the role of personal selling and the salesperson is important factor in image building.

Personal selling mainly represent communication between seller and buyer in order to impact the purchase by targeting long term relationships. Personal selling is is rarely used solely promotion. They support diffrent methods for the special blend while being upheld by them. Personal selling permits change of the message according to customer, control over the audience and achieved delivery of information about consumer behavior and market trends. Personal sales can be in form of oral presentation of goods, services, ideas, in a private conversation with one or more potential buyers to stimulate them to buy, and assist them in purchasing.

Personal sales can be divided into two criteria. One depend on the type of product of consumer and others industrial goods. According to Todorova (2015) “the type of customer and the goal - wholesale for resale production and consumption; retail for personal consumption;”

a. In terms of technology sales - sales through personal contact in person; Sales by telephone; sales by mail;

b. Depending on the nature of the activities, carried seller - acceptance of orders; creative marketing; missionary sale.

According to Morrison (2011)” Nothing is as effectives in getting sales as well excecuted personal selling . it is much harder to say “NO” to personal presentation than to an impersonally communicated messege. Personal selling involves oral conversations, namely by telephone or face to face, between salespersons and prospective customers. “

There are some categories of personal selling.

a. Field sales or exsternal selling are selling efforts that take place in person outside the hospitality and travel organization‟s place of business. Often referred to as sales calls, these involve face to face presentations to prospective customers ( or sales prospects). 26

b. Telephone sales are any communication via the phone that lead directly or indirectly to sales. c. Inside sales ( internal selling) are eforts made withn an organization‟s place of business to either increase the likelihood of a sale or to add to customers‟ average spending levels.

In addition , there is also Personal selling strategies:

a. Stimulus respones or canned sales presentations. These aproaches are most often used inside and telephone sales. Stimulus response is a sales presentation method that stress on the importance of saying the right things at the right time by means of a well prepared salespresentation (stimulus) in order to elicit the desired response (sale). b. Mental sales strategy. The sales representatives who used this approach assumes that customers must go through sequential mental states before they make customers must go through sequential mental states before they make a purchase. c. Formula selling. This is a variation of the mental states approach. d. Need satisfaction approach. Those previous strategy are based on the assumption that all sales prospects are more or less alike. e. Problem solving approach. Like need satisfaction, begins with assumption that every customer‟s needs are unique.

Personal selling in the hospitality industry

Personal selling is not equally important to all hospitality and travel organization. Smaller, more localized operation tend to limit their sales activities to inside sales. The importance of personal selling withn promotional mix increase with size of the organization, the geographical scope of its target markets, and it dependence on the travel trade and other decision makers who influance the travel behaviour of groups of poeple. The type of

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organization that are most likely to have teams of field sales representatives are the following :

a. Hotel , resorts b. Convension and visitor bueraus c. Airlines , cruise lines d. Car rental firms e. Incentives travel planning companies f. National and state goverment tourism – promotion agencies.

According to Antezak.A (2017) “personal selling applied when the product is complicated and learning its operation requires professional help, when the price of the product is not constant but negotiated, or in the case of elective and rare purchase products.”

3. Sales promotion

Todorova (2015) defined “sales promotion as a complex of actions with a single or short-term to encourage consumers and commercial firms by offering them additional incentives to increase sales. It includes activities promoting sales by providing additional incentives for purchase - price reduction, premiums, samples, coupons and more”. As Nagar in Omotayo (2011) exsplained that “consumer‟s commitment is important for a repeat purchase. Therefore, business operators need to develop marketing programmes that will not only reinforce customer‟s commitment but also encourage repeat purchases. A part of the functions of sales promotion is not only to reinforce commitment of consumers but to encourage repeat purchases.” Gilbert and Jackaria In Meo et al, (2014) stated that “sales promotion consist of a broad variety of short-term strategic promotional tool aimed at generate a desired response from customers.” The increasing interest in the use of sales promotion as a marketing tactic has resulted in an unmatched growth of research in this area. Other opinion stated by Fill in Meo (2014) that” price promotion refers to reduction in price for a limited time, which offered to customers. 28

Price discount is famous tool for offering a good reduction in buying price, which is openly mentioned on the product or point of purchase display. The customers are more attracted to price-off promotions.”

4. Merchandising

Morrison (2011) stated that “merchandising is a common practice to categorize merchandising as a sales promotion technique, because it does not involve media advertising, personal selling, or public relations and publicity. It has advantages namely combining some of advantages of advertising and personal selling, producing quick feedback, adding excitement to service or product, providing additional ways to communicate to costumers, allowing flexible timing.”

5. Public relation and publicity

Thomas & Lane in Rivero and Theodore ( 2014 ) stated that “Public relations is a management tool designed to establish support among a firm‟s various internal and external publics.” Another experts Zeithaml, Bitner & Gremler defined tha ”public relations includes activities that is build around a favorable company‟s image through publicity, and community events. “

Fill in Familmaleki (2015) defined “public relations is concerned with the management of relationships between organizations and their stakeholders It is an effort to establish and maintain good relationships, shared understanding and goodwill with secondary target groups, audiences or stakeholders. It also called publics. These groups influence opinions about the company, but they are not the direct target group for selling products too. It is used to closing the gap between how its key public sees the organization and how the organization would like to be seen by its key public. “

Morison (2011) described that “public relation include all the activities that a hospitality and travel organization engages in to maintain or

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improve its relationship with other organization and individuals. Publicity is one public relations technique that involves non- paid communication of information about an organization‟s services.” The major advantages is low cost , because they are not seen as commercial message, credibility and implied endorsements , prestige and impressiveness of mass-media converage, Moreover, the major functions of public relations are to create and maintain excellent relations with the organization‟s internal and external stakeholders, such as persons and private, governmental, and societal entities in general. “Public relations can have a strong impact on public awareness at a much lower cost than advertising” as exsplained by Kotler & Armstrong in Meo (2014). In addition, the tools used in public relations are as the following press releases, lobbying, product publicity, investor‟s relations, and development.

There is one effective way to send the message of a brand. Is to invite potential customers to involve in an event held by the company. Event marketing is a form of promotion undertaken and designed to attract attention and involves a brand by way of activities The word “event” has been used already long time and it was originally used to describe big happenings. According to Damm (2011) “events can be related to meetings, sports, shows, performances and social gatherings. As the events are getting more and more popular in every business sector, the number of researches for event management has increased due to the rise of demand.” Publications about event management is difficult to find for. When the industry of events is rapidly grown in recent decades, it is a challanges to complete and review the event management when the management process is diffrent from other. Acording to Saget in Järvenpää (2015) “One of the critical points in event marketing is to understand that it never stands alone. Event marketing is always in context of the higher marketing strategy, for example organisational or company strategy. The event marketing always includes

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public relations, telemarketing, online communications, research and personal selling. The strategy is not dependent on the size of an event but the emphasis can be directed to certain parts of strategy and activities.”

In essence the definition of event marketing is to give consumers a interesting experiences related to a particular product. Event organized marketing must have impact as well give a deep impression to everyone who attends so that the customer can be long enough to remember such a pleasant experience.

Companies prefer event marketing because it is believed to be evokes the emotion of the target audience and gives a more impression depth to the brand, so as to create brand loyalty. Event marketing is a marketing communication with 3 approaches different according to Hoyle in Fajarini (2013) namely:

a. Emotional communication method, where marketing event tries to more closely with the emphasis in offering its products to consumers, but rather by touching feelings and emotions from consumer.

b. Touches the customer by involving them in activities, when the consumer has a taste for a product, then they will always convey an information value of a product to people other nearby.

c. Intellectual dimension, where the dimensions of intelligence of the company in preparing an event for the consumer.

In additional information There are three types of event marketing according to Khoon Y Koh in Fajarini (2013) as follows :

a. Local public special events This event is intended more for local people who generally small scale and marketed only in local media.

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b. Regional public special events This public-only event is designed to attract local and non local to participate where marketed outside the ward area local communities.

c. National International Public Special Events. this special public event is intended to attract national tourists and internationally in attractive designs, duration and duration marketed nationally and internationally

2.6.5 People All companies depend on the human resources who run them from front line sales staff to the Managing Director. Having the right human resources is important because a part of business offering as the products/services that a firm offers. “In service marketing, people (employees) can make or break an organization. It is defined as the extent to which a hotel or hospitality organization is customer oriented in practicing its business, putting the guests and customers at the heart of activities” ( Hamed and AZaytoonah (2014)). According to Mei-lin (2011) This matter “refers to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands.” Another opinion from Al-debi (2014) “People (Services providers) is defined as the extent to which a hotel or hospitality organization is customer oriented in practicing its business, putting the guests and customers at the heart of activities.”

2.6.6 Process The process of service is the way in how the service is delivered to the end user. Elements of the process that is current work activities. According to Payne in marcelina (2017) the process is "creating and delivering services to consumers, a key factor in the marketing mix." In a service management economy, customers will view the service delivery system as part of the service itself. All work activities are part of a process. This process can include various existing mechanisms, such as: the existence of service mechanisms, procedures, activity schedules, and routines. According to Philip Kotler in loekito (2014) the process here includes how the company serves the demand of each customer. Starting 32

from the consumer order (order) until finally they get what they want. Certain companies usually have a unique or specialized way of serving their customers. The meaning of process in marketing is the whole system that takes place in the implementation and determine the smooth quality of service delivery that can give satisfaction to the users.According to Mei lin (2011) “It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.”

2.6.7 Physical evidence Physical evidence is the last and the most important element in the marketing mix. Elements of physical evidence includes many which are related to interior design of the firm, equipment used, employees, and environmental hygiene.Hamed and Zaytoonah (2014) defined “Phsyical evidence as the extent to which a hotel or hospitality organization is interested in creating a guest and customer friendly, safety, secure and green atmosphere in their environment.” According to Hurriyati in Marcellina (2017) “The company through its marketers uses three ways to manage strategic physical evidence that is, (1) An attention- creating medium service companies differentiate with competitors and make physical facilities as attractive as possible to capture customers from their target market . (2) As a massage-creating medium uses symbols or bears to communicate in an affirmative manner to the consumer regarding the specificity of quality and service products. (3) An effect-creating medium of uniform colored, patterned, sound and design to create something other than the products offered services.”

2.7 Senior Living In senior living, senior residents need exercises to stay healthy. Ageless Grace is a brain fitness program. The program activates 5 functions of the brain – strategic, analytical, kinesthetic learning, creativity and imagination, memory/recall and addresses all physical skills needed for lifelong optimal function activating

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neuroplasticity. The program is created by Denise Medved. The program consists of 21 simple exercise tools designed for all ages. These exercises, based on everyday movements that are natural and organic, focus on the healthy longevity of the body and mind. For example :

More Senior Fitness Activities:

A) Swimming (great for joints) B) Yoga (improve your flexibility) C) Tai Chi D) Walking E) Dance – alone or partner dancing! F) Weight Lifting G) Competitive Sports

Fackelmann in Jacobson et al (2011) describe “senior centers offer a variety of physical health–promotion activities including aerobics, strength conditioning, and yoga taichi, aquatics, walking.” There are Many centers that provide meal programs to support the daily nutritional needs of their participants. These activities and programs are valuable that some research studies prove that regular physical activity and a healthy diet can minimize heart disease, cancer, diabetes, and Alzheimer‟s disease.

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CHAPTER III

METHODOLOGY

3.1 Research Methodology “ Research method is scientific way to get the data and specific purpose” (Sugiono, 2017). The qualitative method usually gathered from written documents and through case studies. “There are five major types of qualitative research : phenomenology,ethnography, case study research , grounded theory, and historical research. All of the approaches are similiar in they are qualitative” (Harwell,2011). In this study, researcher using qualitative ( Descriptive analysis) method with the approach is case study to analysis the practice and find out the problem of the less occupancy in Senior Living D‟khayangan Jababeka. According to Crossman (2017) “methods of qualitative research include observation and immersion, interviews, open-ended surveys, focus groups, content analysis of visual and textual materials, and oral history. After having personally interviewed the respondents, the tape recorded data were transcribed. This is essential in order to assure that all information emerges and is found in the right context, and for the confirmability of data.”

3.1.1 Case Study In this study researcher analysing the effective marketing in Senior living D‟khayangan residence. “A case study is a research approach that is used to generate an in-depth, multi-faceted understanding of a complex issue in its real- life context. It is an estabilished research design that is used extensively in a wide variety of discipilnes, particularly in the social sciences .“( Robertson,2011 )

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3.1.2 Tringulation “Triangulation is a term that is frequently mentioned in publications of qualitative studies. Typically, scholars mention “triangulation” in discussions to do with how the quality or validity of a study might be assured” (e.g., Seale, 1999; Tracy, 2010). The function of tringulation is to validity of this research,where the analysis will be compare with theories and evidance. Qualitative research uses triangulation among the data sources to progress research accurancy. Triangulation is the strengthen process of the data from diffrent individulas ( such lecturer and student ). The type of the data (such as field observation , interview) in description and themes in qualitative research. The researches test every single information , facts, and findings to support a theme. It is guarantee that the conduct study is accurate because the information comes from diffrent source that related with the studies. In this research the researches pressed on to develop an accurate and credible report with using the premier data interview , observation and documentation to collect the information or data as the reference.

3.2 Research instrument Research instrument is a tool that used to answer the reserach question that stasted in previous chapter. The qualitative nature of interviewing makes reseracher flexible to get data. It may prove advantageous in situations in which planned questions are found irrelevant for the specific context. As in-depth interview provide the best opportunity to get involve in getting data from respondent to gain understanding of different perceptions and the complex nature of Senior living activity. Conducting in-depth interviews is challenging in itself, particularly in deciding on the correct follow up questions to ask. Conducting interviews in a non-native language may create additional challenges because of the extra focus that must be placed on ensuring proper use of language.

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3.3 Research Subject Source or informant who became the informant in the sources this research are :

1. Ms.Jenni , Head of marketing Senior Living D‟khayangan. The one who handles all D‟khayangan marketing.

2. Mr. Adhi, The resident of D‟khayangan

3. Mr. Mutokenji, The resident of D‟khayangan

4. Mr.Yasin, The potential Customer of D‟khayangan

5. Mrs.Titi, The potential Customer of D‟khayangan

3.3 Data Collecting Technique The data collected was in qualitative nature. The type of data that was collected was primary data. The instrument used in collecting primary data was an interview guide. The interview guide contained questions that were directed at the respondents who were the head of marketing manager, local and foreign residents.

3.3.1 Primary Data This data source is from the respondents directly. Inside practice obtained from in depth interview and observation. Futhermore direct observation of the research location situation.

Interviewing session is the one of the best way get the information. According to Esterberg in Sugiyono (2016:231) interview can be defined as ”a meeting of two persons to exchange information and idea through question and responses, resulting in communication and joint construction of meaning about a particular topic”.

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3.3.2 Secondary data Secondary data is data obtained through literary study, archives, documentation, journals, physical evidence, which function to complete primary data.

3.4 Data Analysis According to Bogdan in Sugiyono ( 2016 ) “Data analysis is the process of systematically searching and arranging the interview transcripts, field notes, and otherm materials that you accumulates to increase your own understanding of them and enable you to present what you have discovered to other.”

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CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1 Company Profile Senior Living D‟khayangan is one of Senior Living services company located in Jababeka Residences Cikarang. It is a join cooperation between Jababeka and Longlife Holding Japan. Senior Living D‟khayangan is an integrated exclusive residence for senior citizen with concept customized based on individual need. Diffrent with other Senior Living which is give standard services, D‟khayangan give personal services diffrently to each person for example nutrition need, meal time, wake up time, sleeping time, hobby, vitamin need and medicine that should be consumed regularly. It highlight priciple to bring habit and comfort at home into D‟khayangan.

4.1.1 Vision , Mision , Philosophy Vision

Become a pioneer city that is friendly to the environment and society. Jababeka Longlife City provides service by creating things creative so that members impressed.

Mission

Contribute to society, members, shareholders, staff, families to bring happiness every day, discovering the key meaning and role in life. Provide world-class thoughts on the development of the international community by improving better outcomes. As an international company with the best service mindset in the world, to save resources, which leads to increased environmental stewardship and advancing economic system, working with willingness.

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Philosophy

A) A grateful heart, every day we love every human being, and thank everyone, happy in this part of the ministry, and have pride.

B) Respect, we have the pride of ourselves in performing checks, every action and communication tailored to the professionalism.

C) Satisfaction, we respect members' thoughts, privacy, protect the rights of members, and investigate the satisfaction of members.

D) Openness of the heart, we do not accept any gifts from members and family members, have no relationship with members and families outside of work.

E) Improvement of the heart, Make everyone aware as a professional and always awaken to improve mental, knowledge and work with sincerity.

4.2 Data Result In this study the researcher describes the focus of this research is the Effective Strategic Marketing for Senior Living D‟khayangan Jababeka Cikarang, In this Chapter, the writer would like to discuss the folowing matter : Description of research informants, Description of research results , Discussion.

4.2.1 Description of Research informants In this study, the researchers conducted interviews to informants who are the status as residents, potential customers and internal people from Senior living D'khayangan. There a two residents namely Local and Foreign residents. Source or informant who became the informant in the sources this research are:

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1. Respondent 1 Name ; Ms.Jenni Function : Head of marketing Senior Living D‟khayangan. Age : 24 years old Nationality : Indonesian

2. Respondent 2 Name ; Mr. Adhi Function : Local residents of Senior Living D‟khayangan. Age : 83 years old Nationality : Indonesian

3. Respondent 3 Name ; Mr. Mutokenji Function : Foreign residents of Senior Living D‟khayangan. Age : 83 years old Nationality : Japanese

4. Respondent 4 Name ; Mr. Yasin Noerman Function : Potensial customer of Senior Living D‟khayangan. Age : 57 years old Nationality : Indonesian

5. Respondent 5 Name ; Ms. Titi Sugiarti

Function : Potensial customer of Senior Living D‟khayangan.

Age : 51 years old

Nationality : Indonesian

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4.2.2 Description of Research Results This section is a description and analysis of the research that has been done by the researcher to some research subject which consist of source main and complemented by other supporting sources of the researcher make it as complementary data on the main source. The key research subjects in this study was Ms. Jenni (Head of Marketing at Senior Living D'khayangan Jababeka) and supported by other research subjects (resource persons), including: Residents and Potential customers in four different customers.

4.3 Discussion It has been discussed in sub-chapter of research method, that research conducted using qualitative research methods. Qualitative research methods is a research procedure that produces descriptive data in the form of words written or oral words of people and observable behavior. The result of this research are as the following :

The current marketing problem in Senior Living D’khayangan, so the occupancy totally less than the total capacities.

The writer observed the current marketing problems in Senior Living D‟khayangan, so that makes occupancy totally less than the total capacities in three years. Because of the promotion that has been done is not in the right target. For example D‟khayangan makes event coloring games for kindergarden. The potensial costumer of d‟khayangan is grey market. If d‟khayangan invite kindergarden student to their place, the target market is not right. The latest event, Japanese karaoke festival is for student and university student age from 15-22 years old and also public. This event does not support the target market of D‟khayangan. So the writer conclude that is promotion that has been done is not in the right target, that is Grey market. The grey market includes people in the following age groups: (Armstrong and Kotler in Larsen :2010)

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1. Older people aged between 55 and 64

2. Elderly people aged between 65 and 74

3. Aged people between 74 and 85

d. Very old people aged over 85.

In Indonesia, there is Culture understanding that think the senior living is the place for abondant parents. So it is not good children if they abondant parents. It makes senior living is not popular in Indonesia. People are afraid if other poeple think they are bad because their parents are put in senior living. It can be seen in the following interview :

Interviewer Why not achieve? ( Target) Respondent 1 Because it‟s really hard to promot the senior living with indonesian culture.

Interviewer Do you agree that this failure, because of son & Daughter still love their parents, so they don‟t need D‟khayangan? Respondent 1 No, really not agree . because it said they don‟t need D‟khayangan because they love their parents . i don‟t understand now when childern sometimes they think that if they love their parent they just can give them money, but it totaly wrong because not all the parents want that , maybe they just send their parents do traveling alone they think maybe their parents feel enough but we don‟t know that, their feeling so alone sooner or later their will feel depression, it not a shape of love i think , maybe same like i am a mother i pay my son for school in fact i can teach him alone but i want the best place

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for him so it a same when i have a parents and i want them to be in a good place much better place who have a job to take care of them and versed more then me when i can take care my parents all the time , but maybe they just think about the payment also so not just because loving their parents.

The writer also see from the price, actually the price is not a problem because the above price includes 24 hours service of senior living. It includes 3 times meals (breakfast, lunch and dinner), house keeping service, and every day heatlh/ medical check up including blood pressure check, heart pulse check, weight and breath check. The problem is where they promot their product, they even approving that they not yet promot to the right potensial custumer. We can see from the following information :

Interviewer Where did they located (promotion media )? Respondent 1 For the Bannner we put it in every road side in jababeka spesially in the way to D‟khayangan but also in the road side of the highway

Interviewer Do sales team promote D‟khayangan to the right potentian customer? Respondent 1 I think No, still quite in Cikarang . Because we want to run poeple in the cikarang first to know about us and because we still young company income from above is not so many so want it or not we must searching by ourself .

The target is not right, d‟khayangan just promote their product to cikarang resident which the capability to buy their product is not achieve. Based on the interview, Respondent 1 explained that the price of D‟khayangan are as the

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following. The writer also compare the price and facility of D‟khayangan competitor, Rukun senior living in Sentul bogor.

Senior Living Rukun Senior Sadajiwa senior D‟khayangan Living living

Daily Rp.1.225.000 Rp.1.200.000 Rp.800.000

Monthly Rp.22.500.000 Rp.23.500.000 RP. 24.000.000

Annualy Rp.242.000.000 Rp.262.000.000 Rp.245.000.000

Lifetime Rp.3.000.000.000 - -

Daycare - without stay Rp.2.000.000 Rp.2.300.000 In a month (7 Am- 5 Pm)

Daycare - - without stay Rp.350.000 (day) In a day

(7am-5pm)

Table 6 : Price of senior Living

If D‟khayangan is compared with other common senior living, it is consider premium price. Below are examples of common senior living in Several Big cities in Indonesia (www.moneysmart.id) :

1. Sasana Tresna Werdha, Cibubur. Jl Karya bakhti Km17 , Cibubur.( East Jakarta ) Price : Rp. 3.000.000 per month.

2. Panti Werdha Wisma Mulia , Jl. Hadiah no 14- 16, Rt 05/03 kelurahan jelembar Grogol. ( West Jakarta ). Price : Rp. 1.000.000 per month.

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3. Graha Alum Narum Ursulae Sanctae Internasionalis (AUSSI). Jl bandung no 25 Cinere Indah. ( South Jakarta ). Price : Rp. 3.000.000 per month.

4. Yayasan Pembina Asuhan Bunda . Jl kartika raya , Geger kalong No 1 , sukasari ,Bandung ( West java ). Price Rp. 1.500.000 per month.

5. Wisma Lengen Werdasih (WLW) . Jl. Kalimasada No 1 , Desa cilerep , kec unggaran barat , Semarang , ( Central Java ) . Price : Rp. 1.500.000 per month.

Facility of D’khayangan Facility of Rukun Facility of sadajiwa

Front view Front view Front view

Swimming pool Swimming pool Ofuro

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Bedroom Bedroom Bedroom

Jogging track Jogging track Jogging track

Lounge Lounge Lounge

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Practice room Practice Area Practice Area

Medical room Reflexion room Medical Room

Jacuzzi Gateball Golf area

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Dental Room

Table 3 : Facility of Senior Living

Poeple who can purchased d‟khayangan product with this price is segmented market. They are poeple who live in exspensive area. People who has good saving. So D‟khayangan marketing should target these poeple.

The consumer perception of D’khayangan

From interviewed 2 potensial customer and 2 loyal customer there are some similiarity about several things such as :

a. Consumer persecption about Price equals facility/quality

From the results of the interview with informant as Head of Marketing, the researcher gets conclusion that the price of D‟khayangan is reasonable because the facility of D‟khayangan is complete ( Singh :2016 ) . And the price equals to facility. It can be seen from the following interview. Interviewer What do you think about D‟khayangan Price? Is it reasonable, expensive,fair,cheap? Respondent 1 Reasonable , it is all based on request if their want for more facilities they pay more, they pay what they get.

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The same opinion is from Respondent 3 that said the price is reasonable. Interviewer What is your Opinion about D‟khayangan Price ? Respondent 3 Price? oh well well well , it‟s reasonable based on request so more facility more pay. Price based on facility.

But respondent 2 ,4 and 5 has diffent opinion, that is too high for ordinary people. The interview from potential customers result opinion that the price is exspensive for indonesian market. Interviwer What is your Opinion about D‟khayangan Price ? Respondent 2 I think this price is too high for ordinary people, i mean this place is for Rich people only for poeple who had a high position like conglomerate.

Interviwer What is your Opinion about D‟khayangan Price ? Respondent 4 Maybe for indonesian it is quite exspensive but for the other countries that have higher GDP like korea, Japan it will be ok . Interviwer What is your Opinion about D‟khayangan Price ? Respondent 5 For ordinary people this price is too expensive. But this price is worth it with the facilites. b. Consumer Perception about facility D‟khayangan has the following facility:  Air conditioned room with bathrom inside  Karoke room  Reflexy room  Saloon  Mini golf  Garden  Daily medical check up  24 hours stand by nurse ( www. seniorlivingdkhayangan.com/id/) 50

From the results of the interview with respondent, the researcher gets Information that the facility of D‟khayangan is Very good because the facility of D‟khayangan is very complete. In fact All respondent give the same opinion. The researcher concludes that the Facility of D‟khayangan is good. It can be seen from the following interview: Interviewer What is your Opinion about D‟khayangan Facility? Respondent 2 I think Good enough , but still need improvement in some of the facility.

It can be seen from the following interview:

Interviewer What is your Opinion about D‟khayangan Facility?

Respondent 3 my opinion is i think this kind of facility is a necessary

in the future indonesia , almost indonesian people do not know this kind of facility in indonesia, but in the future indonesia economy will be grow up , so many person can enjoy their pension time , I think jababeka is a very good idea to making this facility in indonesia.

It can be seen from the following interview:

Interviewer What is your Opinion about D‟khayangan Facility? Respondent 4 Pretty good, they have almost complete facility

It can be seen from the following interview:

Interviewer What is your Opinion about D‟khayangan Facility? Respondent 5 The facility is very good. All the facility meet my requirement.

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c. Cunsomer perception about services.

D‟khayangan give dialy medical check up. it include personal services diffrently to each person for example nutrition need, meal time, wake up time, sleeping time, hobby, vitamin need and medicine that should be consumed regularly. It also give a medical check up dialy including blood preasure check glucose check breath check. The service is good. It can be seen from the following:

It can be seen from the following interview:

MEDICAL SERVICES

Interviewer what is your Opinion about D‟khayangan Medical services?

Respondent 2 The Medical service is not handle 100% they just offer

Some drugs when we get Stomach or Headache , if we get hard sick we must go to the Hospital by our self especially when we must doing surgery but they offer us with medical check-up like cholesterol check-up , blood pressure also offer reflexion.

It can be seen from the following interview:

Interviewer What is your Opinion about D‟khayangan Medical

Services?

Respondent 3 every morning before getting breakfast they check my blood preasure and in every once a week they check my glucose, cholesterol , so i must satisfied for this.

It can be seen from the following interview: 52

Interviewer What is your Opinion about D‟khayangan Medical

Services?

Repondent 4 The visiting of doctor frequensi should be improve, but overall good.

Interviewer What is your Opinion about D‟khayangan Medical

Services?

Repondent 5 Good enough, even the doctor come third in a

Weeks.

GENERAL SERVICE

Interviewer What is your Opinion about D‟khayangan general

services?

Repondent 2 Good Enough, Dicipilne and enough to do their job , ofcourse there will be always a deviations but overall good.

Interviewer What is your Opinion about D‟khayangan general

services?

Repondent 3 i am most surprise , because when i came here are

Very kind and full heart, so i surprise like is this i am in japan or i am in Indonesia , this is like home. I really satisfied.

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Interviewer What is your Opinion about D‟khayangan general

services?

Repondent 4 pretty good , the staff is kind and informativ

Interviewer What is your Opinion about D‟khayangan general

services?

Repondent 5 Fast respond and kind

d. Consumer Perseption about program

D‟khayangan has program for senior resident, it is called “ olah raga, olah rasa , olah pisikis” for example morning excercise, angklung activity , drama musical performance, mini golf, gardening bonsai, etc. Based on the interview All the respondent having a good perseption about d‟khayangan program. It can be seen in the following interview :

Interviewer What is your Opinion about is your Opinion about

D‟khayangan activity program for residence?

Repondent 2 Enough but not materialized as well , because their

Audience is too low.

Interviewer What is your Opinion about is your Opinion about

D‟khayangan activity program for residence?

Respondent 3 well well well you know i am a foreigner

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Unfortunately i can not speak bahasa indonesia , so i must do anything in here like playing „ angklung “ i want to join but it‟s hard to join to everyone because the language but over all good.

Interviewer What is your Opinion about is your Opinion about

D‟khayangan activity program for residence?

Repondent 4 Pretty good , their program is interesting.

Interviewer What is your Opinion about is your Opinion about

D‟khayangan activity program for residence?

Repondent 5 They offer so many activities diffrent from one to another day , it‟s a good thing.

SUMMARY OF PERCEPTION

Name of the Customer Perception Respondent 2 Respondent 3 Respondent 4 Respondent 5 ( Resident ) ( Resident ) ( Potensial (Potensial customer ) customer )

Price High for Reasonable High for High for ordinary (-) (+) ordinary(-) ordinary(-)

Facility Good enough Good Pretty good Very Good (+) (+) (+) (+) Service Good Good Good Good (+) (+) (+) (+) Program Enough Over all good Pretty good Good (+) (+) (+) (+)

Table 4 : Summary of Customer Perception

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Based on the interview the writer concluded that the customer perception about price is diffrent from each other. Some of them said reasonable and some of them said to high for ordinary people. It means the price is reasonable. And for the facility itself all the customer said that the facility is already good. So the conclusion is D‟khayangan doesn‟t have any problem with their own product. From here the researcher decide that the problem is from their marketing itself.

The effective promotion strategies for d’khayangan to achieve the target 50% or more in 2018.

The picture below show the exspensive area in Jakarta where rich people living in (Kotler & Keller in Larsen : 2010) . The marketing of D‟khayangan should promote their product in these area so the target will be achieve. As we can seen on the picture below menteng area, panglima polim area, senopati, pluit and kelapa gading ( north jakarta). People who live in this area are consider grey market because this area are already available and evolve from 40-110 years ago. People who live in here are old people. Their chideren already live independently in their own house so this people are the right target market. Pejagalan and Mangga besar are also categories as exspensive area but we don‟t put it as our target market because these are business area like karaoke and night club area, and also becasuse this area are rural area.

Figure 6 : Cheap Area in Jakarta

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(source : http://bisnis.liputan6.com/read/2172521/ini-daerah-termurah-dan- termahal-beli-hunian-di-jakarta

Jakarta will be a good potensial target customer because jakarta people has the highest monthly per capita expenditure or consumption rate namely : Rp. 2,025,115 , compare to all Indonesia province as shown below :

Figure 7 : Consumption rate based on province

( Source : https://www.bps.go.id/publication/download.html )

Based on the interview, Respondent 1 as Head of Marketing Manager explained that promotional mix that used in D‟khayangan are as the following: Instagram , Facebook , Twitter , Mail Chimp , Banner and Magazine. D‟khayangan has instagram named : @seniorlivingdkhayangan,

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Twitter : @sdlkhayangan , Facebook : Senior Living Dkhayangan. Mail Chimp is Broadcast survey using Whatsapp channel. According to Respondent 1 D‟khayangan Survey by melcim has a good respond from whatsapp users. It can be seen from the following interview:

Interviewer What are the marketing or promotion used for D‟khayangan Promotion?

Respondent 1 Conventional promotion like doing visitation to GKI Lippo cikaramg (church) ,At – taqwa Bpn Lippo Cikarang mosque spreading broshure to house resident.. And also with Digital marketing which is instagram , facebook, twitter and also Melcim like broadcast survey. Also in magazine of cikarang and Magazine of japan and banner.

In Mailchimp whatsapp users are asked about Brand awareness of D‟Khayangan, whether the user needs D‟khayangan services and their perspective and opinion about D‟khayangan. Mail chimp or Broadcasting survey will show how many people who see the broadcast and how many who fill the survey , it‟s quite effective because in just two weeks the incoming data until more than 45 data. So from here D‟khayangan can make a result and follow up them make a new prospect. If the databased is already finished so D‟khayangan can make an event to adding more databased and D‟khayangan choose the prospect one and following up again. It can be seen from the following interview:

Interviewer How D‟khayangan measure the effectivenes of marketing media? Respondent 1 When doing digital makreting the Mailchimp or Broadcasting survey it will show how much poeple who see the broadcast and how much who fill the survey , it‟s quite effective because in just two weeks

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the incoming data until 45 more maybe so from here we can make a result and follow up them . make a new prospect. If the databased is already finished so we can make an event to adding more databased and we choose the prospect one and following up again.

D‟khayangan often show Banners in Thamrin boulevard street in front of D‟khayangan and in the road side of the highway. It is to give information about d‟khayangan for potensial customer. D‟khayangan often has advertisement in Info Cikarang magazine and one of japanese magazine in japan because D‟khayangan has target for Japanese market. It can be seen in the following interview:

Interviewer Where did they located (promotion media )? Respondent 1 For the Bannner we put it in every road side in jababeka spesially in the way to D‟khayangan but also in the road side of the highway

D‟khayangan ever held Momiji matsuri at it‟s place On 7-8 November 2015. As public relation activity , D‟khayangan give presentation at Church and Mosque in Cikarang.

Sales promotion used by D‟khayangan is term price reduction. For one day customer pay Rp. 1.225. 000 . But if customer pay monthly it is Rp. 36.750.000. For one month, the price is Rp. 22.5 Million. But if customer pay for a year it is Rp. 242 Million, if customer pay monthly it is Rp.270 milion.

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Based on the interview, respondent 2 know D‟khayangan from Presentation at President university . It can be seen in the following interview:

Interviewer From where do you know D‟khayangan? Respondent 2 I know it from the other Lecturer who had a assigment from Rector to promot D‟khayangan he promot to all lecturer in Presuniv he told us that there is a Senior Living in Cikarang called D‟khayangan, ofcourse the rector already communicate with person from D‟khayangan he ask we to take a look D‟khayangan , And also I know more about D‟khayangan when they making a seminar to promot to every Old Lecturer in President University and when the seminar start there is Pesident of Director in Preident University i know him very well and he know me to. so i talk to him and he ask me to stay in D‟khayangan. So i get 2 exsplanation from the lecturer and The Seminar. And the truth is i living in D‟khayangan because of The Presdir because he said that i can live in Dkhayangan with the money i can afford to pay , because living in D‟khayangan is very exspensive so i agree with him , President university paying a half for me . and i think there is a kind of promotion because to reach the target it cannot be just from saying but must follow up follow up and follow up until they got it.

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Respondent 3 know D‟khayangan from Personal information from a friend It can be seen in the following interview:

Interviewer From where do you know D‟khayangan?

Respondent 3 Well you know there is one Japanesee Director in here ,i knew him about 1 year ago when i still work in jakarta and i know he was work in D‟khayangan , and he tell me about this senior living which is near to jakarta , and i wonder how can senior living with certain facility near to the jakarta, especially i know that this are industry area so i think this facility senior living should be in a good environment very calm area and clean . And then Mr Yuzuri Hara ask to to came here he invited me here then i came and i was to surprise , ooh this so many three and the condition is very calm . so I was surprise.

Respondent 4 know D‟khayangan from banner, It can be seen in the following interview:

Interviewer From where do you know D‟khayangan? Respondent 4 There are a few source first From relatives that have been there before and street advertisment

Respondent 5 know D‟khayangan from Facebook. It can be seen in the following interview:

Interviewer From where do you know D‟khayangan? Respondent 5 Yes , i see it in social media. Facebook.

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From the results of the interview with respondent as Head of Marketing, the researcher gets conclusion that the promotional media used by D‟khayangan are Newspaper,magazine,banner,Sales promotion and Public relation. In average respondent know D‟khayangan from several promotional mix.

D‟khayangan should do the following promotion :

1. Senior living should set up their right target for their events. If d‟khayangan want to make an event they must invite senior residents or old people as the participant. The event should vary according to senior citizen activitiy. For example Taichi excercise, Heart excersie, Yoga and Golden memory song contest. So the participant will be right target. The event like the coloring games and japanese karaoke does not support the right target. 2. The promotion that must be done should be in the right place, like Star hotel lobby, exhibition or Park where potential market live so d‟khayangan can meet the right target market. The range of the promotion must be spreadout outside cikarang. The current promotion only in cikarang area. The target market maybe in outside of cikarang, for example Jakarta who have a high monthly average expenditure. Here are park and Apartment in Jakarta near premium potential market live:

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Coverage Area To Spread Brochure Event

Figure 8 : Coverage Area To Spread Brochure Event

So from the information in front to searching the minimum sales for D‟khayangan we get that :

1. There is 5 potensial location there are Menteng area, Panglima polim, Senopati ,Kelapa gading and Pluit. D‟khayangan should cover 5 km from the area because this is the effective way to segmenting target market with personal selling. In every location, the event (Public relation , Morrison :2011 ) that will be held is free Taichi ( Fackelmann in Jacobson et al : 2011 ). The event is for 55 years old or more. D ‟khayangan must share the broshure or entering the information about the free taichi itself door to door and put it to the 63

local area magazine for example “Info Pluit” etc. In the middle of event d‟khayangan will do the promotion. In the end of the event d‟khayangan will give goody bag or any gift to the participant ( Morrison : 2011) who fullfill their detail info data.

Marketing Plan Excecution in a month

Event 1 Event name : be healthy with taichi Date : Sunday , 1 July 2018 Venue : Situ Lembang , Menteng Time : 7-9 am Description : Taichi excercise with all senior residents who come along Brochure spreading : inside Golden Magazine, inside Infokita magazine , in Grand Indonesia Mall ,Plaza Indonesia, Thamrin City , Sarinah , Masjid Sunda Kelapa, Gereja Katedral , Menteng square, Menteng Huis ,Plaza menteng ,Senayan City , Plaza Senayan and other bustling place in Jakarta Pusat . Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

Event 2 Event name : Senam bersama Date : Sunday , 8 July 2018 Venue : The Capitol Park Apartement Time : 7-9 am Description : Gymnastic excercise with all senior residents who come along Brochure spreading : The capitol park apartement Information boards Facility : Booth , no stage , soundsystem , brochure , company profile, banner. 64

Target : 5 Senior Residents. Brochure spreading : Audiance of the Tembang kenangan TVRI Facility : Both , brochure , company profile, banner. Target : 2 Senior Residents.

Event 3 Event name : be healthy with taichi Date : Sunday , 15 July 2018 Venue : Situ Lembang , Menteng Time : 7-9 am Description : Taichi excercise with all senior residents who come along Brochure spreading : inside Golden Magazine, inside Infokita magazine , in Grand Indonesia Mall ,Plaza Indonesia, Thamrin City , Sarinah , Masjid Sunda Kelapa, Gereja Katedral , Menteng square, Menteng Huis ,Plaza menteng ,Senayan City , Plaza Senayan and other bustling place in Jakarta Pusat . Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

Event 4 Event name : Senam bersama Date : Sunday , 22 July 2018 Venue : The Capitol Park Apartement Time : 7-9 am Description : Gymnastic excercise with all senior residents who come along Brochure spreading : The capitol park apartement Information boards Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

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Brochure spreading : Audiance of the Tembang kenangan TVRI Facility : Both , brochure , company profile, banner. Target : 2 Senior Residents.

Event 5 Event name : Tembang Kenangan TVRI Date : Sunday , 29 July 2018 Venue : Studio 1 TVRI Time : 19-21 pm Description : Golden Memories is a reality show of nostalgic singer songwriters in the 1980s and 1990s that aired on Tvri . This event is the first event in Indonesia that brought the concept of singing old songs and at the same time reunion event for the alumni of the old era. Sales Exsplain about D‟khayangan and spread broshure from the booth in front of studio shooting golden memmory at TVRI.

Action Plan in July

July July July July July July 2018 1 8 15 22 29 2018 2018 2018 2018 2018

Event in Park

Apartement event Golden memory TVRI

Table 5 : Action Plan in July

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Event 1 Event name : be healthy with taichi Date : Sunday , 5 August 2018 Venue : Taman Ayodya , South Jakarta Time : 7-9 am Description : Taichi excercise with all senior residents who come along Brochure spreading : inside Info Kebayoran Magazine , inside Golden Magazine, Gandaria city mall , Pondok Indah mall , Blok M mall, Cilandak Town square , Plaza Blok M , Pacific place ,Pejanten Village mall , Kuningan city , Point square mall , Ratu plaza , Plaza festival , Kemang Village , Dharmawangsa square ,Pasar minggu , Majid Agung Al- azhar , Pujasera Blok S , Masjid Raya Pondok Indah , GRRI Pondok Indah , GKI kebayoran baru , and other bustling place in Jakarta Selatan. Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

Event 2 Event name : Senam bersama Date : Sunday , 12 August 2018 Venue : Hampston park apartement , South Jakarta Time : 7-9 am Description : Gymnastic excercise with all senior residents who come along Brochure spreading : Hampston park apartement Information boards Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

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Event 3 Event name : be healthy with taichi Date : Sunday , 19 August 2018 Venue : Taman Ayodya , South Jakarta Time : 7-9 am Description : Taichi excercise with all senior residents who come along Brochure spreading : inside Info Kebayoran Magazine , inside Golden Magazine, Gandaria city mall , Pondok Indah mall , Blok M mall, Cilandak Town square , Plaza Blok M , Pacific place ,Pejanten Village mall , Kuningan city , Point square mall , Ratu plaza , Plaza festival , Kemang Village , Dharmawangsa square ,Pasar minggu , Majid Agung Al- azhar , Pujasera Blok S , Masjid Raya Pondok Indah , GRRI Pondok Indah , GKI kebayoran baru , and other bustling place in Jakarta Selatan. Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

Event 4 Event name : Senam bersama Date : Sunday , 26 July 2018 Venue : Hampston park apartement , South Jakarta Time : 7-9 am Description : Gymnastic excercise with all senior residents who come along Brochure spreading : Hampston park apartement Information boards Facility : Booth , no stage , soundsystem , brochure , company profile, banner. Target : 5 Senior Residents.

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Action Plan in August

August 2018 August August August August 5 12 19 26 2018 2018 2018 2018 Event in Park Apartement event

Table 6 : Action Plan in August

2. After the first point held, Personal selling start from here. First :D‟khayangan can telephone potential customer one by one or selling door to door to the house that d‟khayangan already had the database before. We targeted at least 30 % interest with our product.( Direct marketing , Morrison : 2011 ) Second :D‟khayangan will conduct open house in D‟khayangan Cikarang, for 30 % potential customers and also provide all transportation for them. D‟khayangan will provide lunch and several daily activities that match with their profile. ( Public Relation , Morrison , 2011 ) Third : After customer feel the experince and interested of it. It will go to the Final which is to the settlement for their son or daughter. If the researcher defense her thesis in this April. Resercher will give the copy of this strategy and give it to d‟khayangan to be study 1 month, this strategy can be applied at July 2018 – January 2019 which calculated to be 6 month. The minimum target that is : 4 closing customer / month . This strategy will be just an example that done monthly, for the next months they will do the same concept with different park and apartment.Based on park and apartment listed. The target 2018 = 6 month x 4 resident per month = 24 resident. ( from 44 capacities / more than 50 % )

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CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion Based on the result of this thesis writing, the writer would like to explain the conclusion of this thesis writing.

1. The current marketing problems in Senior Living D‟khayangan, so that makes occupancy totally less than the total capacities in three years. It is because of The promotion done is not in the right target. The Culture understanding that think the senior living is the place for abondant parents maybe influance the selling but not significant. The price is suitable for the right market because they give good quality.

2. There are several points of perception about d‟Khayangan from residents and potential customer.

a. Customer perception about Price equals quality .

The price of D‟khayangan is reasonable because the facility of D‟khayangan is complete. And the price equals to facility.

b. Customer perception about Facilities .

The facility of D‟khayangan is Very good because the facility of D‟khayangan is very complete.

c. customer perception about service

D‟khayangan give dialy medical check up. it include personal services diffrently to each person for example nutrition need, meal time, wake up time, sleeping time, hobby, vitamin need and medicine that should be consumed regularly. It also give a medical check up dialy including blood preasure check glucose check breath check. The service is good

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d. customer perception about program

D‟khayangan has program for senior resident, it is called “ olah raga, olah rasa , olah pisikis” for example morning excercise, angklung activity , drama musical performance, mini golf, gardening bonsai, etc. Based on the interview All the respondent having a good perseption about d‟khayangan program.

3. The promotion that must be done should be in the right place for example in the park where potensial market live so d‟khayangan can meet the right target market. When doing the event, D‟khayangan should insert presentation in the middle of event. D‟khayangan can also make booth in the area of event so it can make direct personal selling. In the event D‟khayangan can also invite potensial customer to come for open house in D‟khayangan. D‟khayangan can introduce facilities, show envirotment, explain the service directly to potensial customer. Other promotion may also be in form of magazine or newspaper advertisement that cover wider than cikarang.

5.2 Recommendation Based on the research the writer would like to give the following reccomendation:

1. Senior living should set up their right target for their events.if d‟khayangan want to make an event they must invite senior residents or old people as the participant. The event should vary according to senior citizen activitiy. For example Taichi excercise, Heart excersie, Yoga and Golden memory song contest. So the participant will be right target. The event like the coloring games and japanese karaoke does not support the right target.

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2. The promotion that must be done should be in the right place, like Five star hotel lobby so d‟khayangan can meet the right target market. The range of the promotion must be spreadout outside cikarang. The area of promotion should be in the premium area where people who have good saving and in financial freedom condition live. The current promotion only in cikarang area. The target market maybe in outside of cikarang. So the promotion maybe in form of magazine or newspaper advertisement that cover wider than cikarang.

3. Personal seeling strategy maybe a good strategy to start. Because targeting premium market, marketing must handle potensial customer individualy.

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REFERENCES

Books

Damm, Sven (2011). Event Management: How to Apply Best Practices to Small Scale Events. First Edition. Hamburg : Dimplomica Verlag. Kotler. P., Keller.K. L., Agnihotri. P. Y., and Haque. E. U (2010). Principles of Marketing South Asian Perspective.13th edition. India: Pearson edu. Levential,Barry (2016).Geodemographics for marketers : using location analysis for research and Marketing. First Edition. London: Kogan Page. Morrison, Alastair M (2011).Hospitality & Travel Marketing. Fourth edition. New York: Delmar cengage learning.

Journals

Akbar et al (2017). The Niche Marketing Strategy Constructs (Elements) and its Characteristics - A Review of the Relevant Literature.Galore International Journal of Applied Sciences and Humanities.Vol(1).P 73- 80. A. Antczak and B.A. Sypniewska (2017). Personal Selling in the Service Sector as One Marketing Promotional Too.Cross-Cultural Personal Selling. P35- 56. Al-debi, Hamed abdulnabi (2014).The Impact Of Services Marketing Mix 7P's In Competitive Advantage To Five Stars Hotel - Case Study Amman, Jordan. The Clute Institute International Academic Conference Orlando. P 39-48. Batinic, sc. Ivica (2013). Current Trends In Hospitality Industry. Journal of Process Management –New Technologies, International.Vol(1).No.4.

Chaharsoughi,Shahriar (2011).The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company. Journal of Knowledge Management, Economics and Information Technology. Vol (1). P 1-3. DeSarbo, Wayne S. Simon J. Blanchard A. Selin Atalay (2015). A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research. Review of Marketing Research. Vol (5). P 75-103. 73

Fajarini,S,A (2013). “Pengaruh Event Marketing dan Promosi terhadap Keputusan Pembelian pada Tenant di Lippo Malls Bandung”. NIM. 21209042, Perpustakaan UNIKOM.Indonesia

Isoraite , Margarita (2016). Marketing Mix Theoretical Aspects. ©International Journal of Research – Granthaalayah.Vol(4).P 25-37.

Järvenpää, sanni (2015). Event Marketing Case RESTO 2015 Event (Skripsi). Finland : School of Tourism and Hospitality Management Degree Programme in Tourism Bachelor of Hospitality Management. Jha, S.M (2010). Hotel marketing. New Delhi: Himalaya Publishing House. Juwitasari, Amalia (2015). Pengaruh Media Advertising Above The Line Terhadap Keputusan Menginap Di Aston Braga Hotel And Residence Bandung. Tourism and Hospitality Essentials (THE) Journal. Vol(V). P- 883 . Kartinisari, mursalini (2015) .Pengaruh Media Iklan (Above The Line & Below The Line) Produk Indihome Fiber Terhadap Keputusan Pembelian (Studi Kasus di Bandung Kota). Indonesia. Khan, Tahsina (2013). STP strategy for New Product Launch-a Work in Progress. International Journal of Business and Management Invention.Vol(2). P 56-65

Larseen,Nynne (2010). Market Segmentation - A framework for determining the right target customers (Thesis). Aarhus School of Business. Loekito, Michael et al (2014). Analisa Pengaruh Marketing Mix (7p) Terhadap Keputusan Pembelian Di Folks! Coffee Shop And Tea House surabaya. Surabaya. Management Perhotelan, Universitas Kristen Petra. Mahsa Familmaleki,et (2015). Analyzing The Impact Of Promotion Mix On Consumer‟s Purchase Decision. Advanced Social Humanities and Management 2. Vol(1). P 72-81. Marcellina, Jesse (2017 ). Pengaruh Marketing Mix (7p) Terhadap Keputusan Pembelihan Pada Guest House Di Surabaya ( Skripsi ). Surabaya: Program Manajemen Perhotelan, Fakultas Ekonomi Universitas Kristen Petra. Mei lin,su (2011). Marketing mix (7P) and performance assessment of western fast food industry in Taiwan: An application by associating DEMATEL and ANP. African Journal of Business Management.Vol(5). P 10634- 10644.

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Meo,Adeel et al (2014). The Impact of Promotional Tools on Sales Promotion. Journal of Public Administration and Governance.Vol(4).No. 2. Omotayo, Oyeniyi (2011). Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry. Journal of Competitiveness. Vol (3). Owomoyela, S.K, Olasunkanmi, O., Oyeniyi, K.O (2013). Investigating the impact of marketing mix elements on consumer loyalty: an empirical study on negerian breweries PLC. Interdisciplinary journal of contemporary research in business. Vol(4). No.11. Parrish, E (2010). Retailers‟ Use of Niche Marketing in Product Development. Journal of Fashion Marketing and Management. Vol(4). P 546–561. Rivero, Orlando (2014).The Importance of Public Relations in Corporate Sustainability. Global Journal of Management and Business Research: B Economics and Commerce.Vol(14). Sangkaworn,Chonlada (2011) . Marketing practices of hotels and resorts in ChiangMai: a study of products, pricing, and promotional practices. Journal of Management and Marketing Research. Thailand : Ramkhamhaeng University. Singh, M (2012). Marketing Mix of 4P‟S for Competitive Advantage.Journal of Business and Management.Vol(3). Talabi,juwon (2015). The Role Of Marketing In Hotel Industry Case (Six successful hotel units in Abuja and Jakobstad). Thilmany, D (2012). What are Niche Markets? What Advantages do They Offer? (Skripsi).Nevada: University Center for Economic Development University of Nevada, 0813(June), 1–14.

Yabs, James Kimutai (2014). Market Segmentation Strategies Used as Competitive Advantage Tool: A Case of Chloride Exide Kenya Limited. Journal of Economics and Sustainable Development.Vol(5). No.26.

Website

Sukmana, yoga (2017). BPS: ini lima sektor yang catatat pertumbuhan tertinggi sepanjang 2016. Retreive from https://ekonomi.kompas.com/read/2017/02/06/ 133000826/bps.ini.lima.sektor.yang.catat.pertumbuhan.tertinggi.sepanj ang.2016.

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Arianti, Fiki. (2015). Ini Daerah Termurah dan Termahal Beli Hunian di Jakarta. Retreive from http://www.liputan6.com/bisnis/read/2172521/ini- daerah-termurah-dan-termahal-beli-hunian-di-jakarta

Fauzan, Ahmad. (2017). Indonesia Property outlook 2017: hotel sector. Retreive from https://www.linkedin.com/pulse/indonesia-property-outlook-2017- hotel-sector-ahmad-fauzan Jacobson et al (2011) .The Impact of Senior Centers and Geriatric Healthcare Policy.http://www.ipa.udel.edu/healthpolicy/srcenters/FactSheet1.pdf.

https://www.bps.go.id/publication/download.html www.moneysmart.id

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APPENDIX Transcipt Interview

Here are the results of interviews with six informants:

1. Informants No.1

Respondent Identitiy :

Name : Miss Jenni Age : 24 Years old Gender : Female Position : Head Of Marketing Senior Living D‟khayangan

Question & Answer :

1. What is D‟khayangan vision and mission?

Answer : Our vision and mision is to make the orphan is not feeling drop just be quite in their home when no one who take care of them , so in here we want to give their love , care and perfect nutrriton for them , although everyone will die someday but before day we want to make their happy first before the day is come.

2. In your opinion, what is the perspective of senior nursing living home? , Is it the same with parents abandoned place?

Answer : In fact the indonesian people will always think like that . but D‟khayangan is differnt with any other senior living , the other just

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give them food and change their diaper, but in here we build reationship we take care of them with love and make them active by doing some activities by giving them nutrition food and also have nutritionist and hinge.And one of the idea to change their bad opinion about D‟khayangan. We make a Day care so it‟s like a trial . They can entrusted their parents from morning until evening so they will know this place is not like what they think.

3. What are the marketing media used for D‟khayangan Promotion? Answer :

Conventional promotion like doing visitation to GKI Lippo cikaramg (church) ,At – taqwa Bpn Lippo Cikarang mosque spreading broshure to house resident. And also with Digital marketing which is instagram , facebook, twitter and also Melcim like broadcast survey. Also in magazine of cikarang and Magazine of japan and banner.

4. What are the most often used marketing media ? Answer :

The most often marketing media that we used is Digital marketing in everyday we doing this. But also Road show and banner . but the often one is in Digital marketing because this era everything is digital.

5. Where did they located (promotion media )? Answer :

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For the Bannner we put it in every road side in jababeka spesially in the way to D‟khayangan but also in the road side of the highway

6. How often D-khayangan promote the service on the market ? Answer :

In Social media is everyday but in Konvensional is 4 a week.

7. What is the result ?

Answer : When we entering our place to the Magazine of japan, three people come to here and live here.

8. How D‟khayangan measure the effectivenes of marketing media? Answer :

When doing digital makreting the Melcim or Broadcasting survey it will show how much poeple who see the brroadcast and how much who fill the survey , it‟s quite effective because in just two weeks the incoming data until 45 more maybe so from here we can make a result and follow up them . make a new prospect. If the databased is already finished so we can make an event to adding more databased and we choose the prospect one and following up again.

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9. What are annual marketing target in 2016,2017,2018? Answer :

In 2016 the target is 12 bilion In 2017 the target is 6 bilion In 2018 the target is 9 bilion

10. Is all the target achive? ( in %)

Answer : Maybe 60-70%

11. Why not achieve ?

Answer : Because it‟s really hard to promot the senior living with indonesian culture.

12. Do you agree that this failure, because of son & daugther still love their parents, so they don‟t need D‟khayangan ?

Answer : No, really not agree . because it said they don‟t need D‟khayangan because they love tehir parents . i don‟t understand now when childern sometimes they think that if they love their parent they 80

just can give them money, but it totaly wrong because not all the parents want that , maybe they just send their parents do traveling alone they think maybe their parents feel enough but we don‟t know that, their feeling so alone sooner or later their will feel depression, it not a shape of love i think , maybe same like i am a mother i pay my son for school in fact i can teach him alone but i want the best place for him so it a same when i have a parents and i want them to be in a good place much better place who have a job to take care of them and versed more then me when i can take care my parents all the time , but maybe they just think about the payment also so not just because loving their parents.

13. For creating marketing strategy to khayangan, is it pure from kayangan management, or Jababeka also involved ? Answer :

All the strategy is from D‟khayangan it self.

14. What is Jababeka feedback, when kayangan can‟t achieve the result for several years, are they give some opinions or new strategy ? Answer :

No they not giving any reccomendation , but they helping us to promot D‟khayangan by making any event in our place so people can see and know about us and also their giving us money like investing their money because we a little part of them.

15. What do you think about D‟khayangan Price? Is it reasonable, expensive,fair,cheap?

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Answer :

Reasonable , it is all based on request if their want for more facilities they pay more, they pay what they get.

16. Who do you think D‟khayangan Potential customer? Answer :

Our potontial customer is the parents that their son living in the other country , the parents who does‟t have any son or daugther ,and all of them usually People who live in Jakarta like Lippo karawaci who already open their eyes and The parents who get sick.

17. Do sales team promote D‟khayangan to the right potentian customer? Answer :

I think No, still quite in Cikarang . Because we want to run poeple in the cikarang first to know about us and because we still young company income from above is not so many so want it or not we must searching by ourself .

18. If sales team go to potensial consumers, then easily they should close the market. But in fact, they fail. Any reason behind this failure ? Answer :

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Because we had a competitor so it‟s quaite hard , and our competitor is in bogor so what do you think? If you be the customer, you will choose bogor for the location right.

19. Can you explain in detail, steps of activities (in detail) when sales person meet potensial consumers for the 1st time ? Answer :

The step by step is First we had a company databased then we follow up then giving all the information until our new product knowladge and we visit them then we they trial our product and after that it‟s up to the customer want to join or not after that we making a new databased again repeated.

20. You already have consumers that stay in kayangan. Why not use the same strategy to get them, for potensial consumers ? Answer :

Actually yes we do the same strategy that we used for our consumers but, the era is changing so ya difficut.

21. If D‟khayangan not achieved the target on 2015 and 2016 ; what are evaluation behind that ? why still use the same strategy (that fail) for the market in 2017 and 2018 ?

Answer :

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Actually We doing the evaluation as well we take the good things in the last year and leave the bad things in the last year. All the fail straegy we will just leave it.

22. Is 2018 strategy is better than previous year, for get the market ? Answer :

Must be more better, we will make a new small package because we know that poeple usually spending their money just one or two million for their parents but in here maybe exspensive, maybe poeple before just know that we just have a day package , monthly package, yearly package there is no morning until evening package. Finally i think, how if we making this package so they will belive us ( can be not exspensive ) then we make day care .

23. In your opinion who do you think D‟khayangan main competitor? Answer :

Our main competior is “ Rukun “ in Bogor and “ Sadjiwa” in Bali

24. What strategy used to compete the direct competitor ? Answer :

Maybe they had a good location but they doesn‟t have our program activities for the parents our program is number 1 , from where i know? Because D‟khayangan owner is the Head of the

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Senior Living in Indonesia. And maybe in the other place they not giving a guarantee about the company if their company out of business how the parents fate , but in our company D‟khayangan we guarantee we will not ever out of our business.

25. Is D‟khayangan ever conduct a survey / research ; what are the reason from consumers that choose D-khayangan, finally ?

Answer : All the customer that we had joining their parents to our senior living divided by three because they to busy and doesnt have any time for their parents , because the parents doesnt have anyson and because their parents sick.

2. Informants No.2

Respondent Identitiy :

Name : Mr Adhi Age : 83 Years old Gender : Male Position : Resident Question & Answer :

1. From where do you know D‟khayangan? Answer:

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I know it from the other Lecturer who had a assigment from Rector to promot D‟khayangan he promot to all lecturer in Presuniv he told us that there is a Senior Living in Cikarang called D‟khayangan, ofcourse the rector already communicate with person from D‟khayangan he ask we to take a look D‟khayangan , And also I know more about D‟khayangan when they making a seminar to promot to every Old Lecturer in President University and when the seminar start there is Pesident of Director in Preident University i know him very well and he know me to. so i talk to him and he ask me to stay in D‟khayangan. So i get 2 exsplanation from the lecturer and The Seminar. And the truth is i living in D‟khayangan because of The Presdir because he said that i can live in Dkhayangan with the money i can afford to pay , because living in D‟khayangan is very exspensive so i agree with him , President university paying a half for me . and i think there is a kind of promotion because to reach the target it cannot be just from saying but must follow up follow up and follow up until they got it.

2. What is your Opinion about D‟khayangan Facility? Answer:

- I think Good enough , but still need improvement in some of the facility.

3. What is your Opinion about D‟khayangan General Services ? Answer:

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- Good Enough, Dicipilne and enough to do their job , ofcourse there will be always a deviations but overall good.

4. What is your Opinion about D‟khayangan Medical services ? Answer:

- The Medical service is not handle 100% they just offer some drugs when we get Stomache or Headche , if we get hard sick we must go to the Hospital by our self esspesialy when we must doing surgery but they offer us with medical check up like cholesterol chek up , blood prasure also offer reflexion.

5. What is your Opinion about D‟khayangan Price ? Answer:

- I think this price is too high for ordinary people, i mean this place is for Rich poeple only for poeple who had a high position like conglomerate.

6. What is your Opinion about D‟khayangan Location ? Answer:

- Good , but 2 years ago D‟khayangan get flooded, but now oke.

7. What is your Opinion about D‟khayangan activity program for residence ? Answer:

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-Enough but not materialized as well , because their audiance is to low.

8. What is your Opinion about D‟khayangan Cleanliness? Answer:

- Good, they clean my room morning and evening.

9. What is your Opinion about D‟khayangan Food ? Answer:

- Not good , they offer it like they safe their money . yes we can order something we want but they really rare to accept it.

10. Do you like living in D‟khayangan ? Answer:

- I am Happy

11. How long do you plan to live in D‟khayangan ? Answer:

-I plan to life forever but in case D‟khayangan accept our agreement i will pay for just 10 years onward whatever i will die or not . if i die they will get profit but if not i am the one who get , because i already to old and if i still life how can i pay them i already out of money.but in here they not agree yet still in the negotion.

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12. What is your Opinion about D‟khayangan Strenght? Answer:

- They already have their everyday program for their residance, so it is make them strong.

13. What is your Opinion about D‟khayangan Weakneeses ? Answer:

- I think they doesn‟t have enough planning before making D‟khayangan they should doing the survey that Indonesian citizen has a diffrent culture like they don‟t want to stay away from their family until die etc so i think they don‟t have enough survey.

- They get wrong positioning they offer the maket to ordinary people they should offer it to conglomerate but they to scary to go thru them, how can they selling their house?

14. What should D‟khayangan do to statisfy the customer? Answer:

- They must have a Serious Marketing , i recommend to make a digital marketing like lazada aplication they offer picture and also the clear price so customer w ill just click it and their marketing will be 24 hours. Not like now just 1 week 1 times.

- They must doing a good planing and trusting that their company will be In, so they don‟t safe their money with giving a standard closing to bad food to their residance. It looks like to safing money. 89

I think they must offer it to the Country that have a high GDP, like skandinavia they had a bad musim which they had 2 month in night and 2 month in Morning , this musim is make our body feels bad but they had their own technology to safe it , but i learn from a bird some bird had a natural survival action their travel from one place to another place when the musim is not match with them, so why don‟t poeple in skandinavia do this, i trust that technology is not better than nature , we must take a change with this Indonesia like we know had a Tropis , like now poeple from europe come to indonesia when they had winter to searching for sun , in saudi arabia people come and always come scamble to go to this country without commanded in israel christian people come without comanded why? Because they country had something, and also our country why don‟t we take a change with this? So i think d‟khayangan must offer it to high GDP country.

15. Do you want to reccomend D‟khayangan to other poeple you know? Answer: - Yes i do

3. Informants No.3

Respondent Identitiy :

Name : Mr Mutokenji Age : 83 Years old Gender : Male Position : Resident

Question & Answer :

Question to know customer satisfaction

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1.From where do you know D‟khayangan?

Answer:

Well you know there is one Japanis Director in here , i knew him about 1 year ago when i still work in jakarta and i know he was work in D‟khayangan , and he tell me about this senior living which is near to jakarta , and i wonder how can senior living with certain facility near to the jakarta, esspesially i know that this are industry area so i think this facility senior living should be in a good envirotment very calm area and clean . And then Mr Yuzuri Hara ask to to came here he invited me here then i came and i was to suprice , ooh this so many three and the condition is very calm . so i was suprice.

2. What is your Opinion about D‟khayangan Facility?

Answer:

- my opinion is i think this kind of facility is a nessesary in the future indonesia , almost indonesian people do not know this kind of facility in indonesia, but in the future indonesia economy will be grow up , so many person can enjoy their ( masa tua ) , i think jababeka is a very good idea to making this facility in indonesia.

4. What is your Opinion about D‟khayangan General Services ?

Answer:

- i am most surprise , because when i came here are very kind and full heart , so i surprise like is this i am in japan or i am in indonesia , this is like home. I really satistied. 91

5. What is your Opinion about D‟khayangan Medical services ?

Answer:

- every morning before getting breakfast they check my blood preasure and in every once a week they chcek my gula darah, cholesterol , so i must satisfied for this.

6. What is your Opinion about D‟khayangan Price ?

Answer:

- price oh well well well , it‟s reasonable based on request so more facility more pay. Price based on facility.

7. What is your Opinion about D‟khayangan Location ?

Answer:

- ohh well as i said before it‟s quiate nice because it is near from jakarta

8. What is your Opinion about D‟khayangan activity program for residence ?

Answer:

- well well well you know i am a foreigner unfotunatelly i can not speak bahasa indonesia , so i must do anything in here like playing „ angklung “ i wanna join but it‟s hard to join to everyone because the languange. But over all good.

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9. What is your Opinion about D‟khayangan Cleanliness?

Answer:

- well well well before coming here i living jakarta it quaite god because they collect my clothes in the morning and they sending me back in the evening , but in here i must waiting the day after tommorow . so i think D‟khayangan must fix this . But for the cleaning they always come in the morning and evening.

10. What is your Opinion about D‟khayangan Food ?

Answer:

- it‟s quaite nice , everyday from the morning to the evening breakfast , lunch and the dinner it possible for change the menu in the next week and the taste is very good.

11. Do you like living in D‟khayangan ?

Answer:

- wow surrounding condition is quaite nice but the buliding it self i am not satisfied i dont know i think i can do something i have my own design, maybe can be international standard not indonesian standard. So maybe so many poeple want to enjoy here

12. How long do you plan to live in D‟khayangan ?

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Answer:

- yes longtime , maybe forever.

13. What is your Opinion about D‟khayangan Strenght?

Answer:

-D‟khayangan have so many activites for their residance and the location is very good becase near jakarta but still have a calm area.

14. What is your Opinion about D‟khayangan Weakneeses ?

Answer:

- i think aaa we must have more facility the building must have an option for the gym tools because in here just one and too big for me so it is not nessacery.

15. What should D‟khayangan do to statisfy the customer?

Answer:

- D‟khayangan must increase their faciity and making it more international.

16. .Do you want to reccomend D‟khayangan to other poeple you know?

Answer: 94

yes ofcourse this place is very good.

4. Informants No.4

Respondent Identitiy :

Name : Mr Yasin Noerman Age : 57 Years old Gender : Male Position : Potensial Customer

Question & Answer :

1. From where do you know D‟khayangan? Answer: There are a few source first From relatives that have been there before and street advertisment

2. Did you see D‟khayangan advertisment elsewhere? Answer: Just a few adverstiment that only located in cikarang area. There is less information about that.

3. What is your Opinion about D‟khayangan explanation from sales ? Answer: Interesting , nice , friendly and informative.

4. What is your Opinion about D‟khayangan Facility? Answer: Pretty good, they have almost complete facility

5. What is your Opinion about D‟khayangan General Services ? 95

Answer: pretty good , the staff is kind and informativ

6. What is your Opinion about D‟khayangan Medical services ? Answer: The visiting of doctor frequensi should be improve, but overall good

7. What is your Opinion about D‟khayangan Price ? Answer: Maybe for indonesian it is quite exspensive but for the other countries that have higher GDP like korea, Japan it will be ok .

8. What is your Opinion about D‟khayangan Location ? Answer: Calming , comfortable and not quite far from the center of the city

9. What is your Opinion about D‟khayangan activity program for residence ? Answer: Pretty good , their program is interesting.

10. What is your Opinion about D‟khayangan Cleanliness? Answer: Pretty clean

11. What is your Opinion about D‟khayangan ? Answer: Good , but only several things that should be improve like the Doctor health facilities , the cheaper price and there a should be grouping between indonesian and foreign because the income is diffrent i mean the price for indonesia and foreign should be different.

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12. If you want to live in D‟khayangan , How long do you plan to live in D‟khayangan? Answer: trial for the first three month , if it suites for my parents i will even buy it.

13. If you don‟t want to live in D‟khayangan , why? Answer: I am not sure will my parents suites or not.

14. If you get discounted do you want to live in D‟khayangan? Answer: Depends on how much the discount and it is suites or not for them ( my parents )

15. Do you want to reccomend D‟khayangan to other poeple you know? Answer: If it suites me , i will invite my friend to.

5. Informants No.5

Respondent Identitiy :

Name : Mrs. Titi Sugiarti Age : 51 Years old Gender : Female Position : Potensial Customer

Question & Answer :

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1. From where do you know D‟khayangan? Answer: I knew it from my son business patner who had their parents in D‟khayangan.

2. Did you see D‟khayangan advertisment elsewhere? Answer: Yes , i see it in social media. Facebook.

3. What is your Opinion about D‟khayangan explanation from sales ? Answer: Very interesting , they explain all about d‟khayangan in detail from facility until the price. Also giving many benefits if i join them.

4. What is your Opinion about D‟khayangan Facility? Answer: The facility is very good. All the facility meet my requirement.

5. What is your Opinion about D‟khayangan General Services ? Answer: Fast respond and kind 6. What is your Opinion about D‟khayangan Medical services ? Answer: Good enough, even the doctor come third in a weeks. 7. What is your Opinion about D‟khayangan Price ? Answer: For ordinary people this price is too expensive. But this price is worth it with the facilites.

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8. What is your Opinion about D‟khayangan Location ? Answer: The location is good, even the location is in the main of city but it feels like not because all around D‟khayangan is full of trees. 9. What is your Opinion about D‟khayangan activity program for residence ? Answer: They offer so many activities diffrent from one to another day , it‟s a good thing. 10. What is your Opinion about D‟khayangan Cleanliness? Answer: Clean enough.

11. What is your Opinion about D‟khayangan ? Answer: D‟khayangan have a good facilities but i don‟t know why the occupancy in here is so low maybe dkhayangan should have more effort in promoting.

12. If you want to live in D‟khayangan , How long do you plan to live in D‟khayangan? Answer: One year if it‟s feel good, maybe will extend.

13. If you don‟t want to live in D‟khayangan , why? Answer: If there is Another senior living that have better quality and price.

14. If you get discounted do you want to live in D‟khayangan? Answer:

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Ofcourse, but one term in case giving the discount they must not minimalization the quality.

15. Do you want to reccomend D‟khayangan to other poeple you know? Answer: Yes ofcourse.

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Maps Circle 1

Additional information :

1. Taman situ lembang

Jl. Lembang Terusan D-59, Kec. Menteng, RT.6/RW.5, Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 12910

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A. Star colored purple Lapangan banteng

RT.9/RW.5, Ps. Baru, Sawah Besar, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10710

B. Star colored yellow Taman suropati

Jl. Taman Suropati, Menteng, Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10310

C. Star colored Red Taman menteng

Jl. HOS. Cokroaminoto, RT.03 / RW.05, Menteng, RT.3/RW.5, Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10310

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D. Star colored black Taman monumen nasional

Jalan Medan Merdeka Utara No. 9-13, RT.5/RW.2, Gambir, RT.5/RW.2, Gambir, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10110

E. Star colored green Car free day Sudriman

Sudirman-Thamrin Jakarta

F. The Capitol Park

Jl. Salemba Raya No.16, RT.3/RW.6, Kenari, Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430

103

G. Kempinski

Jalan M.H. Thamrin No.1, RT.1/RW.5, Menteng, RT.1/RW.5, Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10310

H. Menteng Park

Jl. Cikini Raya No.79, RT.1/RW.2, Cikini, Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10330

I. Casa Domaine

Jalan Kh. Mas Mansyur Kav. 1 RT. 6 / RW. 8, Karet Tengsin, Tanah Abang, RT.6/RW.8, Karet Tengsin, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10250

104

J. Istana sahid

Jl. Jend. Sudirman No.Kelurahan, Karet Tengsin, Tanah Abang, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10220

List of the Street or Resident & Apartment Central Jakarta

RESIDENT APARTMENT

JL SYAMSUL RIZAL Lavie suites

JL LEMBANG Royal mediterania garden

JL SITUBONDO Taman anggrek residence

JL BESUKI Apartemen taman anggrek

JL DR KUSUMA ATMAJA Menteng park

JL SALATIGA The royale spring

JL KEBUMEN Sudirman hill

JL BANYUMAS Istana sahid

JL CIMAHI Sudirman park

CEMPAKA PUTIH Thamrin excecutive residence

105

JL PASURUAN Cosmo terrace

JL. MALUKU The suites menteng square

JL. SUTAN SYAHRIR Mitra oasis

JL. LOMBOK Apartemen juanda

JL. HS COKROMINOTO Casa domine daniel

JL.SUWIRYO Apartemen central park

JL TANJUNG Anandamaya residence

JL SUMBAWA Salemba residence

JL SAWO Menteng park

JL TEUKU UMAR Kempinski

JL TANJUNG The boulevard

JL KAMBOJA The 18th Resident rasuna

JL CEMARA The capitol park

JL HAJI AGUS SALIM Citylofts sudirman

JL IRIAN Fraser apartement

JL CIANJUR Ascoot

JL SUBANG Menteng Excecutive

JL MADIUN

JL SOLO

JL GARUT

JL CIREBON

JL SIDANGRAYA

JL KIMANGUNKASORO

Table 7 : List of the street or residents & Apartment in Central Jakarta 106

Maps Circle 2

Additional information :

1. Taman ayodya

Jalan Lamandau III, Kebayoran Baru, Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12130

107

A. Star colored brown Taman Martha Tiahahu

Jalan Sisingamangaraja RT. 03 / RW. 01, Melawai, Kebayoran Baru, RT.3/RW.1, Melawai, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12160

B. Star colored yellow Taman Mataram

Jl. Mataram No.1, RT.1/RW.3, Selong, Kebayoran Baru, RT.2/RW.1, Selong, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12110

C. Star colored blue Taman Kura-2

Jl. Darmawangsa-X No.7, RT.1/RW.2, 1, Pulo, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12160

108

D. Star colored purple Taman Kerinci

Jalan Kerinci I No.12-15, Kebayoran Baru, RT.6/RW.2, Gunung, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12120

E. Star colored orange Gelora Bung Karno

Jalan Pintu Satu Senayan, Gelora, Tanah Abang, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10270

K. The Capital Residence Apartement

Jalan Jendral Sudirman Kav. 52-53 Lot 24, RT.5/RW.1, Senayan, Kebayoran Baru, Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12190

109

L. Hampston park Apartement

Jalan Terogong Raya No.18, Cilandak Barat, Cilandak, RT.10/RW.10, RT.10/RW.10, Cilandak Bar., Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430

M. Apartement residence senopati 8

Jl. Senopati No.8, RT.8/RW.3, Senayan, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12190

N. Pakubuwono residence

Jl. Pakubuwono VI No.68-74, RT.3/RW.1, Gunung, Kby. Baru, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12120

110

O. Verde Apartement

Jl. H. Cokong, RT.3/RW.1, Karet, RT.3/RW.1, Karet, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12920

List of the Street or Resident & Apartment South Jakarta

RESIDENT APARTMENT

Perumahan mewah cilandak The capital residence

JL.CILANDAK DALAM Hampton’s park

Excecutive paradise Verde

Jl. PANGERAN ANTASARI Kemang jaya taman

Sovereign Midtown residence emerland

JL. KEMANG RAYA Arkadia residence at kemang

Kemang Jaya Signature park

JL. TAMAN KEMANG JAYA Brawijaya

Kemang Kolonie Resident Bumi mas

JL. KEMANG TIMUR DALAM Royal oliv residence

111

Kemang residential The mansion kemang

Jl. BANGKA Marbella kemang residence

Kencana Permai 1 Pejanten park residence

JL. METRO KENCANA The pakubuwono residence

Komplek perumahan Bukit Pondok Bellagio indah

JL. BUKIT GOLF P. indah golf residence

JL. DUTA NIAGA RAYA The pakubuwono signature

JL. DUTA NIAGA I RA Simatupang Jkt

JL. DUTA NIAGA II Bellaza permata hijau

JL. DUTA NIAGA III Sahid metropolitan residence

JL DUTA INDAH Senopati suites

JL DUTA INDAH II Permata hijau suites

JL DUTA INDAH III Taman rasuna

JL DUTA PERMAI I South hills

JL DUTA PERMAI II Pearl garden

JL DUTA PERMAI III Foresquare residance

JL DUTA PERMAI IV Lavie all suites

JL DUTA PERMAI V Setiabudi skyg

JL DUTA PERMAI VI One casablanca

JL TEROGONG KECIL Senayan residence

JL KECANA INDAH I Daksa residence

JL KECANA INDAH II Kusuma candra

JL KECANA INDAH III Senopati suites

JL KECANA INDAH IV Senopati penthouse

112

JL KECANA INDAH V Simprug indah

JL KENCANA PERMAI I 1park residence

JL KENCANA PERMAI II Denpasar residence

JL KENCANA PERMAI III Veranda residence

JL KENCANA PERMAI IV Sudirman mansion

JL KENCANA PERMAI V Sudirman suites

JL KENCANA PERMAI VI Senayan residence

JL KENCANA PERMAI VII Lavende residence

JL KENCANA PERMAI VIII Nine residence

JL BUKIT GOLF UTAMA Synthesis residence

JL BUKIT GOLF I Kencana residence

JL BUKIT GOLF II Point square

JL METRO KENCANA IV Ressidence 8@senopati

JL. H. SYAIP Essence darmawangsa

JL. METRO PONDOK INDAH Fx residence

JL NIAGA HIJAU I Botanica

JL NIAGA HIJAU II Solterra place gallery

JL NIAGA HIJAU III Mangkuluhrus city

JL NIAGA HIJAU IV Oakwoo d suites

JL NIAGA HIJAU V Pacific place residence

JL NIAGA HIJAU VI Kemang village

JL NIAGA HIJAU VII Somerset permata berlian

JL NIAGA HIJAU VIII Lavish kemang

JL NIAGA HIJAU IX Dharmawangsa resident tower

113

JL NIAGA HIJAU X Pearl garden

JL BUKIT HIJAU I Apartemen Residence 8 senopati

JL BUKIT HIJAU II Casa Grande

JL BUKIT HIJAU III

JL BUKIT HIJAU IV

JL BUKIT HIJAU V

JL BUKIT HIJAU VI

JL BUKIT HIJAU VII

JL BUKIT HIJAU VIII

JL BUKIT HIJAU XI

JL BUKIT HIJAU X

TAMAN BUKIT HIJAU

JL PONDOK HIJAU I

JL PONDOK HIJAU II

JL PONDOK HIJAU III

JL PONDOK HIJAU IV

JL PONDOK HIJAU V

JL PONDOK HIJAU VI

JL. PONDOK HIJAU VII

JL ALAM ASRI I

JL ALAM ASRI II

JL ALAM ASRI III

JL ALAM ASRI IV

JL ALAM ASRI V

114

JL ALAM ASRI VI

JL ALAM ASRI VII

JL ALAM ASRI VIII

JL ALAM ASRI IX

JL ALAM ASRI X

JL ALAM ASRI XII

JL GEDUNG HIJAU I

JL GEDUNG HIJAU II

JL GEDUNG HIJAU III

JL GEDUNG HIJAU IV

JL GEDUNG HIJAU V

JL GEDUNG HIJAU VI

JL GEDUNG HIJAU VII

JL GEDUNG HIJAU VIII

JL GEDUNG HIJAU IX

JL GEDUNG HIJAU X

JL GEDUNG HIJAU XI

JL METRO ALAM I

JL METRO ALAM II

JL METRO ALAM III

JL METRO ALAM IV

JL METRO ALAM V

JL METRO ALAM VI

JL METRO ALAM VII

115

JL METRO ALAM VIII

JL METRO ALAM IX

JL METRO ALAM I

JL KARTIKA UTAMA

KOMPLEK WIDYA CHANDRA

JL WIDYA CHANDRA

MUTIARA BRAWIJAYA RESIDENT

JL TAMAN BRAWIJAYA

JL EXECUTIVE PARADISE

JL BIRAH I

JL BIRAH II

JL BIRAH III

JL BIRAH IV

JL CIASEM I

JL CIASEM II

JL CIASEM III

JL CIASEM IV

JL SUREN I

JL SUREN II

JL SUREN III

JL TURI I

JL TURI II

JL TURI IIII

JL RAJASA I

116

JL RAJASA II

JL RAJASA III

JL ERLANGGA I

JL ERLANGGA II

JL ERLANGGA III

JL ERLANGGA IV

JL ERLANGGA V

JL PUNAWARMAN

JL PANGLIMA POLIM I

JL PANGLIMA POLIM II

JL PANGLIMA POLIM III

JL PANGLIMA POLIM IV

JL PANGLIMA POLIM V

JL PANGLIMA POLIM VI

JL PANGLIMA POLIM VII

JL PANGLIMA POLIM VIII

JL PANGLIMA POLIM XV

JL PANGLIMA POLIM X

Table 8: List of the street or residents & Apartment in South Jakarta

117

Maps Circle 3

Additional information :

2. Taman Jogging 1 Kelapa Gading

Jalan Raya Boulevard Blok. GT 3, Kelapa Gading, RW.16, Klp. Gading Tim., Klp. Gading, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14240

118

A. Star colored Black : Taman Walang Baru

Jalan Walang Baru Raya, RT.2/RW.15, Tugu Utara, Koja, Tanjung Priuk, RT.2/RW.15, Tugu Utara, Koja, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14260

B. Star colored Red : Taman Ria Rio

Jalan Pulo Mas Utara Blok E No.1, Kayu Putih, Pulo Gadung, RT.7/RW.15, Kayu

Putih, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13210

C. Apartement MOI

Jl. Boulevard Bar. Raya Blok B2 No.44, RT.18/RW.8, Klp. Gading Bar., Klp. Gading, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14240

119

D. Royale springhill

Jl. Benyamin Suaeb Blok D7, Kemayoran, Pademangan Tim., Pademangan, Kota Jkt Utar a, Daer ah Khus us Ibuk ota Jakarta 14410

E. The summit

Jl. Boulevard Sentra, Kelapa Gading, Timur, RT.13/RW.18, Jakarta Utara, 14240

120

F. Sherwood Residence

Jl. Pelepah Elok I, Kelapa Gading Barat, Kelapa Gading, Jakarta Utara, Daerah Khusus Ibukota Jakarta 14240

G. French walk apartement

RT.18/RW.8, Klp. Gading Bar., Klp. Gading, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14240

121

Maps Circle 4

Additional information :

122

3. Taman Waduk Pluit

Jl. Inspeksi No.281, RW.4, Pluit, Penjaringan, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14450

A. Star colored Red : Allianz Ecopark

Taman Impian Jaya Ancol, Jl. Lodan Timur No. 7, RW.10, Ancol, Jakarta Utara, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 13820

B. Star colored Green : Taman Cattelya

Slipi, RT 15 / RW 01,

Palmerah, RT.15/RW.1, Kemanggisan, Palmerah, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11480

123

C. Star colored Brown : Stadion Rawabadak

Jl. Stadion Rw. Badak, Koja, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14230

D. Ancol mansion

Jl. Pasir Putih II, RT.11/RW.10, Kota Tua, Ancol, Pademangan, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14430

124

E. Green bay Pluit

Jala n Pluit Karang Ayu 1 No.B1, RT.20/RW.2, Pluit, Penjaringan, Jakarta Utara, Daerah Khusus Ibukota Jakarta 14450

125

F. Regatta Pantai Mutiara

Jalan Raya Pantai Mutiara Blok TG 1D, Pluit, Jakarta, Pluit, Penjaringan, DKI Jakarta, Daerah Khusus Ibukota Jakarta 14450

G. Pluit Seaview

Perkantoran dan Pergudangan Muara Baru II Blok A8, Jl. Muara Baru Raya, RT.5/RW.3, Penjaringan, Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14440

List of the Street or Resident & Apartment in North Jakarta

126

RESIDENT APARTMENT

The Gading residence

JL PELANGI RAYA Regarta Pantai Mutiara

Mitra gading villa The Summit

JL RAYA KLP.HYBRIDA Ancol mansion

Sunter mediterania Green bay pluit

JL SUNTER MEDITERANIA Royale springhill

Sunter paradise Pluit seaview

JL BOULEVARD Royal tower

Gading nirwana Mediterania marina

JL RAYA JANUR ELOK Aston pluit residence

Perumahan gading arcadia Osaka PIK 2

JL. PENGANGSAAN DUA Sheerwood

Ancol barat puri marina the forest West vista

JL TAMAN MARINA Puri garden

Belmont residence

Pik kenari golf Gloria suites

JL . RAYA KENARI GOLF Westmark

Mutiara mediterania residence Gajah mada mediterania

JL PLUIT SAMUDRA Apartemen hayam wuruk

PIK katamaran indah Wang residence

JL. MEDITERANIA BOULEVARD Sky terrace

127

Golf residence kemayoran Permata excecutive

JL. BENYAMIN SUEB Wesling kedoya

Golf lake residence Taman anggrek residence

JL. GOLF LAKE BLVD City home santa monica bay

Komplek perumahan mayang permai Apartemen MOI

JL. PANTAI INDAH UTARA 2 Freanch walk apartemen

Perumahan bukit golf mediterania

JL. KENARI HIJAU

Villa permata gading

JL. PERMATA MUTIARA

Gading grande residence

JL. GADING GRANDE

Royale gading mansion

JL. BOULEVAR UTARA

Pantai indah kapuk

JL. PANTAI INDAH KAPUK

Komplek perumahan mayang permai PIK

JL. PANTAI INDAH UTARA 2

Bukit golf mediterania

JL.EBONY GOLF RAY

Royale palm

JL. TAMAN ANYELIR

Perumahan walet PIK

JL. WALET INDAH

128

Komplek perumahan pinisi indah

JL. MANDARA PERMAI VII

PIK Katamaran indah

JL KATAMARAN INDAH 1

JL KATAMARAN INDAH 2

JL KATAMARAN INDAH 3

JL KATAMARAN INDAH 4

JL KATAMARAN INDAH 5

JL KATAMARAN INDAH 6

JL KATAMARAN INDAH 7

JL KATAMARAN INDAH 8

JL KATAMARAN INDAH 9

JL KATAMARAN INDAH 10

JL KATAMARAN INDAH 11

JL KATAMARAN INDAH 12

JL KATAMARAN PERMAI 1

JL KATAMARANPERMAI 2

JL KATAMARAN PERMAI 3

JL KATAMARAN PERMAI 5

JL KATAMARAN PERMAI 6

JL KATAMARAN PERMAI 7

JL KATAMARAN PERMAI 8

JL KATAMARAN INDAH 9

JL VENICE I

129

JL VENICE II

JL VENICE III

JL VENICE V

JL VENICE VI

JL ROME 1

JL ROME 2

JL ROME 3

JL ROME 5

JL ROME 6

Mediterania boulevard cluster florance nove 1

FLORANCE I

FLORANCE 2

FLORANCE 3

FLORANCE 5

FLORANCE 6

FLORANCE 7

JL TRIMARAN INDAH 1

JL TRIMARAN 2

JL TRIMARAN 3

JL TRIMARAN 4

JL TRIMARAN 5

JL. TRIMARAN 6

Table 9: List of the street or residents & Apartment in South Jakarta

130

Interview with Ms.Jenni & Sir Mutokenji

131

Visiting D‟khayangan Senior Living

132

D‟khayangan situation

133

Visiting Rukun Senior Living Sentul Bogor

134