ARMANDO, ARMANDO (2023) IMPLEMENTASI STRATEGI MARKETING MIX DALAM MENINGKATKAN PENJUALAN RUMAH SUBSIDI DI PERUMAHAN GRAHA BUKIT JIMBARAN. D3 thesis, UNIVERSITAS SULTAN AGUNG TIRTAYASA.
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Abstract
Graha Bukit Jimbaran was established in 2019 while competitors have already been established, it is one of the factors that makes Graha Bukit Jimbaran's subsidized houses the least sold. Graha Bukit Jimbaran must compete in the sale of subisidi houses with competitors, one of which is by using a marketing mix marketing strategy. The purpose of writing this final project is to find out the marketing mix strategy of subsidized home products at Graha Bukit Jimbaran. The writing method used in this study is a descriptive research method with primary and secondary data sources. Data collection methods are based on interviews, observations, and documentation of secondary data. The results of this final project show that Graha Bukit Jimbaran implements product strategies in accordance with consumer needs. Graha Bukit Jimbaran's subsidized house pricing strategy uses a competition-based pricing method. Graha Bukit Jimbaran's subsidized house promotion strategy uses a combination of advertising, sales promotion, individual sales, public relations, and direct sales. The strategy of a place with a location close to access to education, shopping centers, and has a beautiful environment. Graha Bukit Jimbaran should further improve promotional strategies, especially in the advertising department, not only promoting through Facebook ads and Instagram ads, but it is better if you endorse influencers so that customers know and are more confident in Graha Bukit Jimbaran products.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Graha Bukit Jimbaran berdiri pada tahun 2019 sedangkan para kompetitor telah lebih dulu berdiri, itu menjadi salah satu faktor yang membuat rumah subsidi Graha Bukit Jimbaran paling sedikit terjual. Graha Bukit Jimbaran harus bersaing dalam penjualan rumah subisidi dengan para kompetitor, salah satunya dengan menggunakan strategi pemasaran marketing mix. Tujuan dari penulisan tugas akhir ini adalah untuk mengetahui strategi bauran pemasaran produk rumah subsidi pada Graha Bukit Jimbaran. Metode penulisan yang digunakan dalam penelitian ini adalah metode penelitian deskriptif dengan sumber data primer dan sekunder. Metode pengumpulan data didasarkan pada wawancara, observasi, dan dokumentasi data sekunder. Hasil dari tugas akhir ini menunjukkan bahwa Graha Bukit Jimbaran menerapkan strategi produk sesuai dengan kebutuhan konsumen. Strategi penetapan harga rumah subsidi Graha Bukit Jimbaran menggunakan metode penetapan harga berbasis persaingan. Strategi promosi rumah subsidi Graha Bukit Jimbaran menggunakan perpaduan antara periklanan, promosi penjualan, penjualan perseorangan, hubungan masyarakat, dan penjualan langsung. Strategi tempat dengan lokasi yang dekat dengan akses pendidikan, pusat perbelanjaan, dan memiliki lingkungan yang asri. Graha Bukit Jimbaran sebaiknya lebih meningkatkan strategi promosi terutama dibagian periklanan tidak hanya mempromosikan lewat facebook ads dan instagram ads tapi lebih baik jika melakukan endorse kepada influencer agar customer tau dan lebih yakin terhadap produk Graha Bukit Jimbaran. | |||||||||
| Uncontrolled Keywords: | Marketing Mix Strategy, Subsized Housing Strategi Bauran Pemasaran, Rumah Subsidi | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mrs Armando Purba | |||||||||
| Date Deposited: | 04 Apr 2024 14:50 | |||||||||
| Last Modified: | 17 Apr 2024 09:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34664 |
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