ALEX, ZANDRA CHAN (2022) ANALISIS SWOT DALAM MENENTUKAN STRATEGI MARKETING UNTUK MENINGKATKAN PENJUALAN PERUMAHAN YANG DIKEMBANGKAN OLEH CV PROPERTINDO DI JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

SWOT ANALYSIS IN DETERMINING THE MARKETING STRATEGY TO INCREASE HOUSING SALES DEVELOPED BY CV PROPERTINDO IN JEMBER ABSTRACT This research aims: (1) To identify and analyze the strengths, weaknesses, opportunities, and threats for the marketing of CV Propertindo Jember (2) To determine the appropriate alternative marketing strategies to increase housing sales developed by CV Propertindo Jember by using SWOT analysis. The research method used is descriptive qualitative research method using SWOT analysis, IFAS (Internal Factor Analysis Summary) Matrix, and EFAS (External Factor Analysis Summary) Matrix. The sampling method used was purposive sampling method. The data used are sourced from primary data obtained through observation and interviews with CV Propertindo Jember agents. The results of this study indicate that CV Propertindo Jember uses a marketing strategy to increase housing sales by strengthening offline and online promotions, collaborating with low mortgage banks, improving facilities and services, and showing the advantages of housing locations. The weighted value of the IFAS Matrix of 3.0 indicates that CV Propertindo Jember has a strong internal position and the weighted value of the EFAS Matrix of 3.2 indicates that CV Propertindo Jember has a strong position in dealing with the dynamics of the external environment. Keywords: Marketing strategy, Increasing Sales, SWOT Analysis, IFAS Matrix, EFAS Matrix

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HG Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:24
Last Modified:	08 Feb 2025 02:24
URI:	http://repo.itsm.ac.id/id/eprint/802

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