Research Paper
Year: 2020 | Month: July | Volume: 7 | Issue: 7 | Pages: 390-398
Marketing Mixed Strategy on Increasing Amount of Tenant: Case Study in Focal Point Medan
Immanuel Dinata Sembiring1, Beby Karina Fawzeea Sembiring2, Isfenti Sadalia3
1,2,3Master of Management, Universitas Sumatera Utara, Indonesia
Corresponding Author: Immanuel Dinata Sembiring
ABSTRACT
Mall property business is one of the promising prospects in Indonesia. This is indicated by the mushrooming number of malls in Indonesia as many as 708 units, while specifically in the city of Medan recorded as many as 15 units of malls or shopping centers that exist. There is a uniqueness along the Ringroad Street, Medan, where there are 3 (three) malls namely Medan Focal Point, Ringroad City Walk and Manhattan Times Square. However, among the three malls, Medan Focal Point is experiencing stagnation in terms of visitors and also the number of tenants. The number of tenants in Medan Focal Points from 2014 to 2019 decreased. This is due to among other things the comfort of the building, the location of parking, communication with management, the lack of promotion which in turn causes the number of visitors to decrease. The results showed simultaneously, there was a positive and significant influence of the 7P marketing mix on the decision to use space in Medan Focal Point. While partially only two variables namely "Promotion" and "Process" which have a positive and significant effect on the decision to use space in Medan Focal Point. While 5 (five) other variables (Product, Price, Place, Physical Evidence, and People) do not have a partial correlation with the decision to use space in Medan Focal Point. Whereas strategic advice is addressed to Medan Focal Point management so that managers pay attention and focus on the management of their promotions and processes, including the procurement of events to increase public knowledge of Medan Focal Points and interact with tenants, listen to their aspirations and facilitate administration and others so that tenants feel fulfilled what is their complaint.
Keywords: Marketing Mix, Product, Price, Place, Promotion, Physical Evidence, People, Process, Tenant, Space, Purchase Decision
[PDF Full Text]