ANALISIS STRATEGI MARKETING MIX KONSEP 7P PADA PENJUALAN PERUMAHAN SUBSIDI PT. CENDANA INDO PRATAMA (Studi Khasus Bimura Residence Desa Binor, Kec, Paiton)

Abstract

Home is a human need that cannot be far from everyday life. The house is also a formation of the character of a family. The presence of this housing business aims to provide convenience for citizens and the public to be able to own a home, due to the increasing number of human resources in Indonesia. With this in mind, we conducted an analysis of PT Cendana Indo Pratama (Bimura Residence) regarding the applied world of marketing. The method used is descriptive qualitative research where data collection techniques are conducted by conducting interviews, observation and documentation. With various problems in the world of marketing, PT Cendana Indo Pratama (Bimura Residence) has prepared the right strategy to solve the problem of human development in the world of marketing. The strategy implemented by PT Cendana Indo Pratama (Bimura Residence) is to use the 7p concept marketing mix strategy in the world of marketing; product, price, place/location, promotion, person/employee, process/service, and physical evidence. By using the 7 elements, companies can get the turnover they want. There are several inhibiting factors for the sale of housing at PT Cendana Indo Pratama, namely personal requirements and having unpaid loans.