The Effect of adopting Singaporean theme in the land value of PT. Citraraya Surabaya

Author : EDWARD, MICHEL

Nowadays, there are about 300 companies that run in real estate business (developer). Most of them do not aware with the importance of a brand for real estate business. Several real estate companies that have a strong brand have 20% - 30% premium price compare with unbranded one. After sixteen weeks of internship at Citraraya Surabaya, the author found a unique conclusion that the price is not only determines by location, quality, and facility; but also affected by the brand and the environment. The author also found that there are some advantages for a Citraraya Surabaya that seriously applying Singaporean theme start from the blueprint, infrastructure, ornaments, until the estate management stage. In short run, those advantages are appearing in higher selling price and the number of houses sold. This thesis discusses the value add of Ciputra brand and of Singaporean theme in Citraraya Surabaya. The author uses descriptive and combination of primary and secondary data analysis as the research method in this report.

Keyword : brand, real estate, singaporean theme, value add

Sumber : http://repository.petra.ac.id/1698/