Process-Innovation Driven Market-Responsiveness in Residential Development
Keywords:
Process Innovation, Market Responsiveness, Residential Development, ; Customer Trust, Digital SchedulingAbstract
This study examines how digital process innovation in project scheduling drives market responsiveness in residential development. In the housing sector, marketing performance is shaped not only by promotion and communication but also by the developer's ability to deliver projects on time, communicate progress clearly, and respond quickly to operational change. Using a qualitative descriptive case study, this research examines the implementation of Microsoft Project in the construction of a single-story Type 91 house in Samarinda. Data were collected through participatory observation, in-depth interviews, and project documentation. The analysis focuses on how scheduling features such as calendar configuration, task dependency management, critical path identification, and performance monitoring through Schedule Performance Index and Cost Performance Index contribute to managerial control and market-related value creation. The findings show that the digitalization of the work calendar, the visibility of critical activities, and the ability to revise schedules in real time increase planning accuracy, resource coordination, and response speed. These improvements create marketing-relevant outcomes in the form of more reliable delivery promises, stronger customer trust, better value communication, and improved competitive positioning for small to medium residential developers. The study concludes that Microsoft Project should not be viewed only as a technical scheduling tool. In the context of residential development, it also functions as an enabler of innovation marketing through process reliability, schedule transparency, and faster managerial response to customer-facing risks. Future studies need to test this relationship quantitatively using buyer trust, perceived value, satisfaction, and purchase intention variables
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