PERAN KOMUNIKASI UNTUK MENINGKATKAN KINERJA PEMASARAN PERUMAHAN CAHAYA RESIDENCE PT. MILA CAHAYA HAKIJAYA DI BANJARMASIN

This research explained  role of advertising communication as one part of the business that must be managed well for internal interests and external interests of the company is marketing is by promoting property products through advertising media with the advantages perusahan the type of house in Cahaya Residence subsidized as an attraction for prospective customers who are implemented by PT. Mila Cahaya Hakijaya to increase sales. The result of observation and discussion shows that the company implements the marketing process in several stages. Before implementing the marketing stage to the consumer, the marketing division of PT. Mila Cahaya Hakijaya conducts a market opportunity analysis and target market selection first to get a description on the market in the marketing process to be done. The pricing process of Cahaya Residence housing is highly considered by the company; it is because an appropriate price will benefit the company because the consumer’s interest will increase so that it will be able to compete with other property company. In undertaking the marketing process of Cahaya Residence housing, PT. Mila Cahaya Hakijaya employed two marketing or promotion media, advertisement media and personal selling method. Advertisement media employed by the company included the billboard putting in  the strategic place, brochure distribution, promotion via internet media and  attending the property exhibition. Meanwhile the personal selling was carried out  with face-to-face marketing method so that the consumer can receive clearly the message of advertisement delivered.