Dinasty Aulia, Dena (2024) STRATEGI BAURAN PEMASARAN PT. SHAKA INTI NUSANTARA DALAM MENINGKATKAN PENJUALAN PERUMAHAN GRAND KRAMATWATU. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The aim of this final project is to assess the implementation of marketing mix strategies by PT. Shaka Inti Nusantara in boosting sales of Grand Kramatwatu housing, as well as to identify the challenges faced by PT. Shaka Inti Nusantara in applying these strategies. The descriptive method will be employed, utilizing data collection through interviews, observations, and documentation conducted at PT. Shaka Inti Nusantara. The outcomes of this final project include the implementation of PT. Shaka Inti Nusantara's marketing mix strategies, which encompass high-quality products with attractive designs, competitive and flexible pricing with financing options, strategically located housing near public amenities, and effective promotion across various media channels, resulting in a sales increase of 605 units over the past 3 years for Grand Kramatwatu housing. The barriers encountered in PT. Shaka Inti Nusantara's marketing mix strategy to enhance Grand Kramatwatu housing sales include construction delays, fluctuations in material prices, and poor building quality affecting reputation. Rising costs of building materials and land, along with government budget constraints, hinder access to subsidized housing for low-income earners amid inflation. Flood-prone areas face risks of property damage, high repair costs, and inadequate infrastructure, reducing investment interest. Lack of awareness, negative stigma, limited promotional budgets, and insufficient media support and synergy between government and developers further hamper participation in subsidized housing promotion programs.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan dalam tugas akhir ini adalah untuk mengetahui penerapan strategi bauran pemasaran PT. Shaka Inti Nusantara dalam meningkatkan penjualan perumahan Grand Kramatwatu serta untuk mengetahui hambatan yang dihadapi PT. Shaka Inti Nusantara dalam menerapkan strategi bauran pemasaran untuk meningkatkan penjualan perumahan Grand Kramatwatu. Metode yang digunakan yaitu deskriptif dengan metode pengumpulan data melalui wawancara, observasi, dan dokumentasi yang dilakukan di PT. Shaka inti Nusantara. Hasil dari tugas akhir ini antara lain, penerapan strategi bauran pemasaran PT. Shaka Inti Nusantara yang meliputi produk berkualitas dengan desain menarik, harga kompetitif dan fleksibel dengan opsi pembiayaan, lokasi perumahan strategis dekat fasilitas umum, serta promosi efektif melalui berbagai media, berhasil meningkatkan penjualan perumahan Grand Kramatwatu sebanyak 605 unit dalam 3 tahun terakhir. Hambatan dalam strategi bauran pemasaran PT. Shaka Inti Nusantara untuk meningkatkan penjualan perumahan Grand Kramatwatu meliputi keterlambatan pembangunan, perubahan harga material, dan kualitas bangunan yang buruk merusak reputasi. Kenaikan biaya bahan bangunan dan lahan, serta keterbatasan anggaran pemerintah, sulitkan akses rumah subsidi bagi masyarakat berpenghasilan rendah di tengah inflasi. Area rawan banjir hadapi risiko kerusakan properti, biaya perbaikan tinggi, dan infrastruktur tidak memadai, kurangi minat investasi. Kurangnya kesadaran, stigma negatif, keterbatasan anggaran promosi, serta dukungan media dan sinergi antara pemerintah dan pengembang, rendahkan partisipasi program promosi perumahan subsidi. | |||||||||
| Uncontrolled Keywords: | Marketing Mix, Marketing, Property, Bauran Pemasaran, Penjualan, Perumahan, | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Dena Dinasty Aulia | |||||||||
| Date Deposited: | 24 Jul 2024 15:39 | |||||||||
| Last Modified: | 10 Aug 2024 13:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39476 |
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