Final report of marketing research internship PT Adhi Persada Properti

Abstract

This final report presents the results of marketing research internship activities conducted at PT Adhi Persada Properti, a property development company that focuses on building apartments in Surabaya, especially Taman Melati Surabaya Apartments. This research aims to analyze the influence of perceptions and opinions of potential customers, especially from students, on their interest in choosing Taman Melati Apartment compared to other competitors. Data was collected through a survey using questionnaires distributed to students at various universities in Surabaya. Data analysis using regression tests reveals that the perception of potential customers (X1) has a significant influence on the interest in buying an apartment (Y1), while the opinion of potential customers regarding competitors (X2) does not have a significant influence. The results of the F test show that simultaneously the
perceptions and opinions of potential customers have a significant effect on students' interest in choosing Taman Melati Apartments, with an R Square value of 27.9%. In addition, the results of the characteristics of respondents show that the majority of
potential customers are 22-year-old women with a background in the Soshum study program. The main factors that students consider in choosing an apartment are facilities and price. Based on the research results, it is recommended that PT Adhi Persada Properti strengthen its brand image and focus its marketing strategy on improving facilities and adjusting prices to attract students as the main target market. Further research is needed to expand the scope of research and obtain more representative data to support more accurate marketing decision making.