JURNAL TECH-E - VOL. 1 NO. 2 (2018)
Versi Online tersedia di : http://jurnal.buddhidharma.ac.id/index.php/te

JURNAL TECH-E
| 2581-1916 (Online) | 2598-7585 (Cetak) |

Artikel

E-Marketing Applications Based On Virtual Reality
Using Sostac Planning Method On Sales Property
Philip Kristy Wijaya1, Aditiya Hermawan2
1
2

Universitas Buddhi Dharma, Teknik Informatika, Banten, Indonesia
Universitas Buddhi Dharma, Teknik Informatika, Banten, Indonesia

SUBMISSION TRACK
Received : February 1, 2018
Final Revision: February 6, 2018
Available Online: February 27, 2018

KEY WORD
Virtual Reality, Website, SOSTAC, EMarketing, Properti

CORRESPONDENCE
Phone: +6287-808-777-515
E-mail: philipkristy21@gmail.com

A B S T R A C T
Increased demand for property in Indonesian society, opening
up a great opportunity for entrepreneurs to start a business in
the property sector. The large number of new entrepreneurs,
opening up many different ways of offering attractive
products and promos that bring the impact of significant sales
decline for those who can not compete. One such problemsolving proposal is to analyze current conditions and create
new, powerful goals and strategies to implement. The methods
that can serve as guidelines in the analysis and planning of the
marketing strategy are SOSTAC (Situation Analysis,
Objectives Setting, Strategy, Tactics, Action and Control).
Based on the results of SOSTAC analysis and suggestions the
way that can be done is to build E-Marketing with media
websites that can be easily reached by the public and a
marketing tool for marketing executive. On the website
created a Virtual Reality feature that can display the form of
building to consumers to increase consumer confidence in
purchasing units. Based on testing and evaluation by
consumers a new marketing strategy plan is worth trying and
applied in marketing strategy.

I. INTRODUCTION
Along with the increasing number of
population in Indonesia, the more number of
entrepreneurs or investors in the country and
abroad who glance at the sector of property
development in Indonesia. These business
actors (or so-called developers) offer a variety
of offers. Starting from a varied price,
strategic location and also the shape and
appearance of buildings made in such a way
as to win the hearts of potential buyers.

Obtained survey data from the website
www.bi.go.id, that the index of commercial
property supply in Indonesia in the third
quarter of 2016 reached 106.65 or increased
by 0.48% which is higher than the previous
quarter which only reached 0.28 %. Demand
for commercial property during the quarter
was recorded at 128.20, which increased by
0.46% from the previous quarter's 0.28%. If
seen in the fourth quarter, the index of
commercial property supply in Indonesia in
2016 reached 107.29 or increased by 0.60%
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which is higher than the previous quarter
which only reached 0.48%. Demand for
commercial property during the quarter was
recorded at 128.71, an increase of 0.39% over
the previous quarter.
Virtual Reality consists of two words,
namely virtual and reality which means
virtual and reality. Virtual Reality is a
technology that can interact with an
environment simulated by a computer. In
reality, virtual reality is used to describe the
three-dimensional environment generated by
computers and can interact with []). In other
words, the user can view the creation of an
environment without necessarily coming
directly to the environment. With this
technology, bringing a new way for
developers to market their products for sale.
Potential buyers can preview the concept and
model of the property product so they feel
interested in making a purchase.
In addition to the presence of Virtual
Reality technology, the property developers
must also be careful in choosing and using the
method of planning to determine the
marketing strategy. One of the methods that
can be used is SOSTAC (Situation Analysis,
Objective Setting, Strategy Formulation,
Tatics, Action, and Control). SOSTAC is a
model of planning framework that can be
easily followed, yet it is able to identify all the
major things that must be done to achieve the
goal (Chaffey, 2009: 418). Using this method,
property developers can develop and plan
their marketing strategies more closely,
effectively and efficiently.
With the use of Virtual Reality technology
and planning with SOSTAC method is
expected to increase public awareness about
the brand of the products sold, so as to
improve the rating of the company in the
middle of the community or amid competition
with other developers, which will indirectly
affect the arrival of prospective customers and
increase in the number of product sales so as
to achieve the expected target.
II.

Method

SOSTAC Method

SOSTAC is a model planning framework
that can be easily followed, but is able to
identify all the main things that must be done
to achieve the goal. The stages in this method
are as follows:
a. Situation Analysis
Situation analysis is divided into 3,
namely: Demand Analysis, Competitor
Analysis and SWOT Analysis (Strengths,
Weaknesses, Opportunities, Threats). At
the Demand Analysis stage, the authors
will distribute questionnaires to the
respondents (the general public and
consumers) about brand awareness, the
marketing strategy weakness of the
developer and the demand of the
respondents.
At Competitor Analysis stage, the
author will take some other competitor
website website and make comparisons
(advantages and disadvantages).
At the SWOT Analysis stage, the
author will analyze strategic issues on
Strengths, Weaknesses, Opportunities
and Threats. After obtaining the data, it
will be further developed into the most
influential (internal and external) issues
of combinations.
b. Objectives Setting
Objectives are key elements of the
process strategy model. Companies need
a foundation to help to achieve the
desired goals. One of the guides we can
use to create specific, measurable and
realistic goals is 5S (Sell, Serve, Speak,
Save and Sizzle).
c.

Strategy Formulation
The strategy to be created should focus
on the goals that have been made before.
The e-marketing strategy is a long-term
phase that defines the developments
needed to achieve the stated goals.

d. Tactics
Once the strategy has been developed as
part of e-marketing planning, tactics must
be implemented to achieve these
strategies.

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e.

f.

Action
It is the final component in e-marketing
planning that describes the activities to be
performed, in accordance with the
strategies and tactics, ready to be applied
in carrying out the plan. At this stage the
author will make Use Case Diagrams,
Activity Diagrams, Sequence Diagrams
and Entity Relationship Diagram. For
programming, the author will use Unity
and Google Sketch Up applications. In
the preparation of the database, the author
will use XAMPP with MySQL
programming language and PHP.

III. RESULT
The data used by the researchers through the
survey by distributing questionnaires to 15
respondents, then in the analysis and made a
plan based on SOSTAC is divided into several
sections:

Control
This stage aims to monitor the views of
customers and opinions. The control
stage is done by periodically evaluating
whether the e-marketing application that
has been implemented has reached the
stated goal yet. One method that can be
done to run the control function is to
perform blackbox testing. In addition, the
authors will also conduct surveys to some
respondents (the general public and
consumers) about the assessment of the
applications that have been made, the
next will be known advantages and
disadvantages of the application to
become a reference stage of further
development.

Table 3 Weakness of Promotion Strategy PT.
Ligamas Sejahtera
Number of
No
Weakness
Respondents
The lack of promos is
1
3 people
interesting
Can not see condition of
2
building being sold (no
3 people
sample house)
Less promotion on main
3
2 people
roads
4
No website
1 people
5
Not familiar on the internet
1 people
Lack of quality service
6
1 people
from sales

Phase

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Table 1 SOSTAC Dimensions
Planning
Answer the Question

S

Situation

O

Objectives

S

Strategy

T

Tactics

A

Action

C

Control

Where the current
position
At the position and
condition where desired
How to reach that
position (in general)
How do we achieve that
(the goal) (in more
detail and technically)
What specific actions
are required in tactics
per step and how to
achieve that
How do we know can
get there

1. Situation Analysis
Table 2 Brand Awareness of Company Properties
Number of
No
Information
Respondents
1
Already Knowing Property
3 people
2
Not Knowing Property
12 people
15 people
TOTAL Responden

Tabel 4 Permintaan Strategi Promosi Pengembang
Properti Saat Ini
Number of
No
Respondent's Request
Respondents
There is a display of
1
building products being
7 people
sold
Easy to contact sales
2
executive (easy to get
6 people
information about product)
Have a project or company
3
5 people
website
Provide great discount
4
4 people
promos
5
Provide interesting promos
3 people
6
Ease of making payments
3 people
Can be searched on the
7
2 people
internet
Easy to administer
8
2 people
administratively
Installed on the property
9
1 people
search site
Provide true and honest
10
1 people
information
11 It's on the top list on google
1 people

PHILIP KRISTY WIJAYA / JURNAL TECH-E - VOL. 1. NO. 2 (2018)

User Requirement
User Requirement uses the data that has been
obtained
from
the
distribution
of
questionnaires to 15 respondents about what
is desired by the respondent to manufacture
the application to be built.
No
1
2
3
4
5
6
7
8
9
10
11
12

Table 5 User Requirement
I want this app to be
It has an interesting look
Displays complete product information
Can display the virtual reality product
building
Can display videos and images (both
perspectives and original images)
There is a feature to download product flyer
Have a menu to display the latest promotions
and news
Can provide information on latest property
developments
Have a menu to contact the sales executive
There is a backsound on the website
Can display the project master plan
Can display a map of the project location
Has a menu that can display job openings

2

3

Create a media a.
that can display
the
form
of
building products
sold,
so
that
consumers have a
first view of the
product to be
purchased that can
increase
the
attractiveness of
arrival even make
a purchase.
Increase
and a.
extend the reach
of consumer brand
awareness.
b.

4

Create a media a.
that can deliver
promos and latest
news about the
product, so the
deployment
process becomes
faster, wide range b.
and right on target.

5

Improve
the a.
quality of good
service
and
professional.

2. Objectives Setting and Strategy
Formulation
The following table Objectives (Objectives
Setting) and Strategy Formulation (Strategy
Formulation) promotional activities to be
performed on the design of this application:
Tabel 6 Objectives Setting dan Strategy
Formulation
N
o
1

Objectives Setting

Strategy Formulation

Create a website a.
media that can be
accessed online by
the
community b.
anywhere,
anytime and by
anyone.
c.

d.

Displays information
about the product in
detail and clear.
Create a website with
an attractive look and
match the product
theme.
Create a website that
can display
information about the
company and the
project so that it can
be better known by
the community.
Displays
product
videos and images

b.

and
project
environment.
Creating a virtual
reality feature that
can be used by the
community
and
display the building
form of the product
and can be displayed
on the company
website.

Maximize the
function of listing
developers listed on
top property search
sites.
Routinely share links
from
reputable
property sites through
social media or other
web pages.
Displays promos,
news and articles on
the website page, so
it can be accessed
online and by people
who are looking for
property.
Regularly distribute
promo links and news
contained in the
pages of the website
through social media
or other website
pages.
Create a medium that
can be used by
people to ask
questions, ask for
more information or
provide criticism and
suggestions.
Create a media that
can
display
information
to
improve the quality
of service in terms of
internal company.

3. Tactics
The following table Tactics (Tactics)
promotional activities to be performed on the

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design of this application based on points on
Objectives Setting and Strategy Formulation:
Table 7 Tactics
Form
ulati
on

Tactics
1.

1a

1b

1c

1d

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On the website will be made menu,
namely:
a. "Product", the menu used to display
all information about the marketed
product (in this paper there are two
sub-menus, namely: "Housing" and
"Business Area"). The information
submitted will be elaborated in
detail, including:
i. Image Perspective.
ii. Image Original Product (if the
unit already exists that ready
stock).
iii. Basic information about the
product (building type, land
area, building area, electric
power, water type, house face
and carport).
iv. Product building specifications.
v. Views of buildings in Virtual
Reality.
b. "Facility", in this menu will display
detail information (pictures, basic
information) about all facilities that
exist in the project of the product.
This menu has sub-menus, they are:
i. "Sport Club" which contains
information on: swimming
pool, fitness center and table
tennis.
ii. "Jogging Track".
iii. "Boom Gate" which contains
information about the security of
24 hours are: CCTV and
security officers.
1. Website will be made with simplemodern concept. Views of the website
will be more decorated with green
color, in accordance with the theme of
products that are beautiful and united
with nature.
1. Will be made menu "About Us", on this
menu will be displayed detailed
information about company profile.
1. In the "Products" menu, each submenu will display the project image
(perspective and original) which can
be changed by clicking left or right
(slides).
2. In the "Products" menu, each submenu will display a video (if any)

2a

3a

3b

4a

taken link from youtube (on the right
side of the page).
3. In the "Facilities" menu, will display a
picture of the entire facility and the
view of the project environment.
1. On each of the product type pages (from
the
sub-menu:
"Housing"
and
"Business Area"), a "Virtual Reality
View" button will be created which,
when clicked, opens a new window
displaying the virtual reality product
display . The public can view the
product building form by running the
existing camera view by using the
following keyboard functions:
i. W key, to advance.
ii. D key, to swipe right.
iii. A Button, to swipe left.
iv. S button, to back off.
v. Space Bar, to jump.
vi. Esc + key click anywhere, to exit
virtual reality view window.
vii. Move the mouse to the right, to
turn the camera to the right.
viii. Move the mouse to the left, to turn
the camera to the left.
1. At this time, the company has an
account listing on the property search
site, namely: rumah123.com.
2. In each listing page, will be displayed a
company website link that can be
clicked by the public to open the
company website.
1. Each sales executive is required to
have at least 3 social media accounts
that will be used to share posting links
from each listing page. Share this done
at least 2 days.
2. Each sales executive is required to have
1 email account that will be used to
share all linked listings to the entire
database of consumer props. Share this
done at least 3 days (with bcc to
marketing administration).
1. On the website, a "Home" menu will be
created which will display:
a. Images that can be switched
automatically to the right (can also
be clicked in the right direction and
towards left), as for image material
to be loaded about:
i. Products sold and / or up-todate.
ii. Ongoing promotion
iii. Latest news.
b. Recent News List and Promo
(accompanied by images and short
news content). People can see the
complete news content by clicking
on the news list. A news list view

PHILIP KRISTY WIJAYA / JURNAL TECH-E - VOL. 1. NO. 2 (2018)

1.

2.
4b

will be displayed on four pages on
the homepage, with box drawings
and short news content underneath.
c. List of Articles, which will be
displayed in the form of a list-list
under the News and Promo
columns. To view the contents of
the article in full, people can click
on the list. The list of articles will
include articles on property
information, property developments
and tips on choosing good
properties.
Each sales executive is required to
have at least 3 social media accounts
that will be used to share post links
from each news page, promo or article.
Share this done at least 2 days.
Each sales executive is required to have
1 email account that will be used to
share the link to the entire database of
consumer props. This share must be
done every time there is a new promo.
Share news and articles viewed from
the importance of the content of news
and articles (with bcc to marketing
administration).

1.

5a

2.

1.
5b

On the website, will be made menu
"Contact Us". This menu will be used
by the community to contact the
project's sales executive to inquire
further information / request to be
contacted. This menu can also be used
by the community to submit critiques
and suggestions. This menu will display
a map of the project location (google
maps). In this menu there will be
several fields, including:
a. Name.
b. Address.
c. Mobile phone number.
d. Email.
After the community sends a message
in the "Contact Us" menu, the message
will
be
sent
to
Marketing
Administration email, which will be
sent to the sales executive (as per the
order of acceptance)
On the website, will be made menu
"Career". This menu will list jobs
available at PT. Ligamas Sejahtera
(accompanied by job description,
requirements and how to apply).

4. Action
Use Case Diagram

Figure 1 Use Case Diagram

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Activity Diagram:

Figure 2 Activity Diagram Show Promo and View Virtual Reality View House
Design Database (Entity Relationship Diagram)

Figure 3 Desain Database (Entity Relationship Diagram)
Design Web

Figure 4 Homepage "Home and Virtual Reality Type Homes"
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Figure 5 Website Pageviews "Virtual Reality"
5. Control
At this stage, the authors will perform 2
(two) control process of application
implementation made, that is Black Box
Testing and Application Appraisal Survey
which will be done by distributing questioner
to some respondents. Here is the process:
1. Black Box Testing
N
o
1

2

3

4
7
9

2.

Figure 8 Hasil Pengujian Black Box
Evaluasi
Test
Data
Criteria
Descrip
Test Procedure
Entry
tion
Y N
Go to Website,
Home
Click Home
√
Page
Product
Go to Website,
Click Product,
√
Housin
Click Housing
g
Product
Go to Website,
sClick Product,
√
Busines
Business Area
s Area
Facilitie Go to Website,
√
s
Click Facility,
About
Go to Website,
√
Us
Click About Us
Go to Website,
Contact
Click Contact
√
Us
Us

Application Assessment
Questionnaire
Based on the results of the questionnaire
that has been done to 12 respondents and after
the calculation of the percentage of each
category of assessment, obtained data as
follows:

a.
b.
c.
d.

Strongly agree
Agree
Less Agree
Disagree

: 39,4%
: 52,3%
: 7,2%
: 1,1%

Based on these results can be drawn a
conclusion that the application made can be
well received by the public and prospective
consumers as well as get a positive response
to the functions contained in the application
and has achieved the goal of making this
application.
IV. Conclusion
In accordance with the discussion and
evaluation as well as some testing through
black box testing and questionnaires that have
been given to several respondents and after
the analysis and design of marketing
strategies using SOSTAC method, it can be
taken some conclusions as follows:
1. With this application, can facilitate the
public in finding products sold, along
with complete product information.
2. This app is a great place to display the
latest promos, news and articles that
can be seen by the public or potential
customers, so as to increase the desire
to contact marketing executive.
3. With this application, can help
consumers to see the form of building
products that will be purchased later, so
that consumers have guidelines about
the house or shop that will occupy later.
This greatly increases consumer
confidence in making the decision to
make a purchase.

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BIOGRAPHY
Philip Kristy Wijaya - Graduated in Informatics Engineering Study Program, 2017, working at
PT. Ligamas Sejahtera Hunian as Marketing Admnistrasi.
Aditiya Hermawan - Graduated from Strata I in 2010 at Informatics Engineering Program, and
graduated Strata II (S2) in 2013 at Computer Science. Currently active as a Permanent Lecturer in
Informatics Engineering Program, Buddhi Dharma University.

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