Marketing Strategy Analysis To Increase Visitors To Solo Paragon Lifestyle Mall
Keywords:
Marketing strategy, Marketing Mix, Mall, SWOT AnalysisAbstract
Solo, an important economic center in Central Java, is experiencing rapid growth, especially in the trade and services sector. Solo Paragon Lifestyle Mall, as a leading shopping center, needs an effective marketing strategy to compete. Through events and promotions, the mall can attract visitors to come to Solo Paragon so as to generate a crowd that will bring buyers for tenants and improve the brand image of Solo Paragon Lifestyle Mall. In this study, the author aims to analyze marketing strategies to increase Solo Paragon Lifestyle Mall visitors. The method that the author uses is qualitative with data collection techniques of in-depth observation and internship participation action. The intended unit of analysis in this research is the Marketing Communication team at Solo Paragon Lifestyle Mall. The unit of analysis that will be studied is the 4P marketing strategy mix (Product, Price, Place, Promotion) carried out by the Marketing Communication team to increase visitors at Solo Paragon Lifestyle Mall. In addition, it is also a SWOT analysis to find out the advantages and disadvantages of Solo Paragon Lifestyle Mall.
Downloads
References
Danang Sunyoto, S. H. (2014). Basics of Marketing Management (Concepts, Strategies, and Cases). CAPS.
Engel, J; Blackwell, R. 2004. Consumer Behavior. Dryden Press Chicago Andi, Yogyakarta
Fatimah, F. N. A. D. (2016). SWOT analysis technique. Anak Hebat Indonesia.
Handoko, T. H. (2020). Marketing Management. Yogyakarta: BPFE
Haque-Fawzi, M. G., Iskandar, A. S., Erlangga, H., & Sunarsi, D. (2022). MARKETING STRATEGY Concept, Theory and Implementation. Pascal Books.
Koni, W. (2022). Analysis of Amanah Product Marketing Strategy in an Effort to Attract Customer Interest at PT Pegadaian Syariah Gorontalo Branch. Islamic Economics and Finance Journal, 1(1), 38-53.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (Vol. 1, No. 2). Volume.
Kotler, Philip and Keller, Kevin Lane. 2018. Marketing Management. 12th Edition. 2. Jakarta: PT Indeks.
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of marketing, 80(6), 36-68.
Nasution, M. I., Prayogi, M. A., & Nasution, S. M. A. (2017). Analysis of the effect of marketing mix on sales volume. Journal of Management Science Research, 1(1), 1-12.
Paragon Mall, 2023. Paragon mall profile. Solo
Perreault Jr, W. D., & McCarthy, E. J. (2002). Basic marketing: A global-managerial approach. McGrow-Hill; Irwin.
Philip Kotler and Kevin Lane Keller, Marketing Management, (Jakarta: Gelora Aksara Pratama, 2009), pp. 6
Porter, M. E. (2008). Competitive advantage: Creating and sustaining superior performance. simon and schuster.
Putri, A. M., & Ruliana, P. (2019). Business Communication Strategy in Increasing Tenant Satisfaction. Inter Script: Journal of Creative Communication, 1(1).
Selang, C. A. (2013). Marketing mix influence on consumer loyalty at fresh mart Bahu Mall Manado. EMBA Journal: Journal of Economic Research, Management, Business and Accounting, 1(3).
Sidiq, U., Choiri, M., & Mujahidin, A. (2019). Qualitative research methods in education. Journal of Chemical Information and Modeling, 53(9), 1-228.
Syoufa, A., & Hapsari, H. (2014). The Influence of Circulation Patterns of Mall Shopping Centers on Visitor Distribution Patterns Case Study: Margocity, Depok. Scientific Journal of Design & Construction, 13(2).
Tjiptono, F. (1996). Service Management, ANDI Publisher, Yogyakarta. 2001. Marketing Strategy. Second Edition. Fifth Printing. ANDY OFFSET Yogyakarta.
Tjiptono, F. (2007). Product Sales Management. Yogyakarta: Kanisius.
