IMPLEMENTASI MEDIA SOSIAL FACEBOOK SEBAGAI SARANA PROMOSI PENJUALAN PERUMAHAN ROYAL ORCID KABUPATEN MALANG

The development of digital technology has encouraged property business actors to optimize social media as a more effective and efficient promotional tool. One of the most widely used social media platforms is Facebook, which offers various interactive features to directly reach consumers. This study focuses on how the implementation of sales promotion through Facebook can increase consumer interest in housing products, particularly at Royal Orchid Housing in Malang Regency. The purpose of this study is to examine the implementation of Facebook as a sales promotion platform. This research uses a qualitative method with an experimental approach. The researchers directly published promotional content on Facebook groups and Facebook Marketplace for one week, then observed user responses and interactions. The results show that promotion through Facebook, even when conducted organically without paid advertising, was able to attract consumer attention by receiving a total of 120 likes, 21 comments, and 5 direct messages. Consumer responses indicated initial interest in the product, marked by inquiries about price, location, and payment methods. Facebook has proven to be an effective platform for property sales promotion, especially in building awareness and initial buying interest.