ANALISIS STRATEGI PEMASARAN PADA PERUMAHAN PT. PESONA ALAM SINERGI

Authors

  • Muhammad Arya Universitas Muhammadiyah Bengkulu
  • Afifah Indah Putri Universitas Muhammadiyah Bengkulu
  • Agung Nedian Universitas Muhammadiyah Bengkulu
  • Grense Pebriandi Universitas Muhammadiyah Bengkulu

Abstract

Every company wants to achieve high sales every year and to achieve these sales, an attractive and accurate marketing and strategy is definitely needed so that consumers can trust the products and buy products from the company. PT. Pesona Alam Sinergi is a company that sells subsidized housing, the company PT. This Natural Enchantment of Synergy has been established since 3 years ago or in 2019. In carrying out marketing activities, a company has several goals to be achieved, both short-term goals and long-term goals. In the short term usually to win the hearts of consumers, especially for newly launched products. Meanwhile, in the long term, it is done to maintain existing products in order to continue to exist. In general, to understand the concept of marketing strategy, it is necessary to introduce an understanding of the concept of marketing strategy.  Based on the SWOT analysis for Internal factors, a score of 3.03 was obtained for the strength factor which had the highest score was "experienced development" with a score of 0.77, and for the weakness factor which had the highest score was "the facilities provided were incomplete" with a score of 0.44. Then the IFE result value is 3.03. Based on the SWOT analysis for external factors, a score of 2.74 was obtained for the opportunity factor which had the highest score was "a large target market" with a score of 0.80. And for the threat factor that has the highest score is "increase in material prices" with a score of 0.50. Then the value of the EFE result is 2.74.

Keywords: Marketing strategy, Housing

References

Agus, Hermawan, (2012). Komunikasi Pemasaran. Jakarta: Erlangga

Amalia, Aisyah. "Perencanaan strategi pemasaran dengan pendekatan bauran pemasaran dan SWOT pada perusahaan Popsy Tubby." Jurnal Manajemen dan Start-Up Bisnis 1.3 (2016): 297-306.

Amirullah, (2015). Pengaruh Manajemen. Jakarta: Mitra Wacana Media

Amstrong, Gary dan Philip, Kotler, (2012). Dasar-Dasar Pemasaran. Jakarta: Penerbit Prenhalindo

Aryandi, J., & Onsardi, O. (2020). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 1(1), 117-127.

Assauri Sofjan, (2014). Manajemen Pemasaran. Jakarta: Raja Grafindo Persada

David, Fred R, (2011). Strategi Management. Jakarta: Buku 1 Edisi 12

Khanza, M., Toyib, R. T., & Onsardi, O. (2021). Implmentasi Algoritma Apriori Untuk Meningkatkan Penjualan Handphone di Toko Mardha Cell. JSAI (Journal Scientific and Applied Informatics), 4(2), 221-235.

Kotler, Philip dan Gary Armstrong, (2012). Marketing Management. 15th Edition, Pearson Education, inc

Lesmana, Rosa. "Strategi Pemasaran untuk Meningkatkan Penjualan Perumahan di Green River City Bekasi (Studi Kasus di PT. Artha Bangun Pratama)." INOVASI Jurnal Ilmiah Ilmu Manajemen 3.2 (2016): 40-59.

Manik, Cornelia Dumarya. "Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Tingkat Penjualan (Studi Kasus Pada Perumahan Serpong Garden)." Kreatif, Jurnal Ilmiah Prodi Manajemen Universitas pamulang 3.1 (2015): 40-51.

Munandar, J. A., & Onsardi, O. (2021). Faktor-Faktor Yang Mempengaruhi Minat Nasabah Menabung Di Bank Sumsel Babel Kcp Tanjung Sakti. (Jems) Jurnal Entrepreneur Dan Manajemen Sains, 2(1), 43-52.

Nikmah, Futihatun. Strategi Pemasaran Dalam Meningkatkan Volume Penjualan (Studi Kasus Pabrik Teh Kaligua Pandansari Paguyangan) Oleh: Futihatun Nikmah NIM. 1423203051. Diss. IAIN, 2018.

Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.

Rangkuti, Freddy, (2013). Teknik Membedah Kasus Bisnis Analisis Swot Cara Perhitungan Bobot, Rating, dan Ocai. Jakarta: Penerbit PT. Gramedia Pustaka Utama

Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 1(2), 139-146.

Solihin Ismail, (2012). Manajemen Strategik. Jakarta: Penerbit Erlangga

Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).

Stanton, William J, (2013). Prinsip Pemasaran. Jakarta: Erlangga

Toyib, R., Onsardi, O., & Muntahanah, M. (2020). Promosi Produk Pertanian Dan Kerajinan Menggunakan Website Serta Pembukuan Sederhana di Desa Sido Dadi Kecamatan Arma Jaya Kabupaten Bengkulu Utara. Jurnal Pengabdian Masyarakat Bumi Raflesia, 3(1).

Downloads

Published

2022-03-04

Issue

Section

Articles
Abstract viewed = 87 times