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PT. Graha Putra Asido, a housing company in Pematangsiantar, focuses on subsidized housing but lacks a targeted marketing strategy, with only 22.22% of their buyers being Generation Z despite this group dominating Indonesia’s subsidized housing program. To avoid market loss and capitalize on Gen Z’s significant social media usage, this research is done, aiming to propose appropriate marketing strategies tailored to Generation Z preferences and behaviors to enhance PT. Graha Putra Asido’s market reach and engagement, using the P.O.S.T method and a touch on P.O.E.M Strategies. Through a mixed-method approach, including a market survey and key informant interviews, the study explores Gen Z’s social media patterns, preferences, and the company’s current marketing strategies. The research concludes with a comprehensive plan, including a Gantt chart, to achieve three main objectives by implementing targeted social media strategies, such as optimized posting schedules, platform-focused content, engaging visuals, influencer partnerships, and interesting campaigns tailored to Generation Z preferences.
Pardede et al. (Mon,) studied this question.