@phdthesis{eprintuntirta58638,
            year = {2026},
          school = {UNIVERSITAS SULTAN AGENG TIRTAYASA},
           title = {STRATEGI BAURAN PEMASARAN: UPAYA
MENINGKATKAN PENJUALAN PERUMAHAN KPR
KOMERSIL TULIP RANGKAS RESIDENCE},
            note = {Penelitian ini bertujuan untuk mengetahui penerapan strategi bauran pemasaran dan
komponen bauran pemasaran yang paling difokuskan dalam upaya meningkatkan
penjualan Perumahan KPR Komersil Tulip Rangkas Residence. Permasalahan yang
dikaji berkaitan dengan penurunan penjualan unit rumah di tengah meningkatnya
persaingan dan kondisi ekonomi yang melemah. Metode penulisan yang digunakan
adalah metode penelitian kualitatif dengan data primer diperoleh melalui
wawancara mendalam terhadap pihak supervisor dan penghuni perumahan,
observasi langsung di lapangan, serta dokumentasi data penjualan dan kegiatan
pemasaran. Data dianalisis untuk menggambarkan penerapan bauran pemasaran 4P
yang meliputi produk, harga, promosi, dan tempat. Hasil penelitian menunjukkan
bahwa Perumahan Tulip Rangkas Residence telah menerapkan seluruh elemen
bauran pemasaran 4P. Namun, promosi menjadi elemen yang paling difokuskan dan
dinilai paling efektif dalam meningkatkan minat beli konsumen. Disarankan agar
perusahaan fokus dalam meningkatkan kualitas fasilitas pendukung dan
memperluas area hijau guna meningkatkan daya saing dan kepuasan konsumen},
          author = {Sihombing Agnisa Khoiruninda},
        abstract = {This study aims to determine the application of marketing mix strategies and the
most focused marketing mix components in efforts to increase sales of Tulip
Rangkas Residence Commercial Mortgage Housing. The issues examined relate to
declining home sales amid increasing competition and weakening economic
conditions. The writing method used is a qualitative research method with primary
data obtained through in-depth interviews with supervisors and residents of the
housing complex, direct observation in the field, and documentation of sales data
and marketing activities. The data was analyzed to describe the application of the
4Ps marketing mix, which includes product, price, promotion, and place. The
results showed that Tulip Rangkas Residence Housing had implemented all
elements of the 4Ps marketing mix. However, promotion was the most focused
element and was considered the most effective in increasing consumer interest in
purchasing. It is recommended that the company focus on improving the quality of
supporting facilities and expanding green areas to increase competitiveness and
consumer satisfaction},
             url = {https://eprints.untirta.ac.id/58638/},
        keywords = {Bauran Pemasaran, Promosi, Penjualan, Perumahan KPR
Komersil.
Marketing Mix, Promotion, Sales, Commercial Housing Mortgage.}
}