Analyzing the Effectiveness of Digital Marketing Tools for Marketing Luxury Apartments

Abstract

The study aims to analyze the effectiveness of digital marketing tools focusing on social media and website marketing, in promoting luxury apartments. The study collected data from real estate developers and marketers involved in the sale of luxury apartments, and the sample size was 95 respondents. A structured questionnaire survey was employed as the primary data collection method. The data were analyzed using the Statistical Package for Social Sciences (version 24). Descriptive statistics including frequencies, mean values, and percentages, were employed to analyze the data. The findings of the study indicate that both social media and website marketing are effective digital marketing tools for promoting luxury apartments. However, the study highlights that websites exhibit greater effectiveness compared to social media platforms in marketing luxury apartments. The outcomes of this research contribute valuable insights to real estate developers and marketers, guiding them in identifying the most suitable digital marketing tools for selling luxury apartments. By leveraging the knowledge gained from this study, real estate professionals can enhance their marketing performance and optimize their digital marketing strategies.

Keywords: Digital Marketing, Marketing Effectiveness, Luxury Apartment, Social Media Marketing, Website Marketing