STRATEGI PENETAPAN HARGA, BIAYA PROMOSI, DAN METODE PENJUALAN DALAM MENINGKATKAN PENDAPATAN PT BOLL PUTRA MARIO

Abstract

Abstract: Fluctuations in housing sales for development companies highlight the need for marketing strategies that boost revenue while adhering to government-mandated pricing regulations for subsidized housing. This study aims to analyze the pricing strategies, promotional cost management, and sales methods implemented by PT Boll Putra Mario (Mario City Housing) to increase company revenue. A qualitative approach utilizing a case study method was employed. Data were gathered through interviews, observations, and document reviews involving informants selected via purposive sampling. Data analysis followed the Miles and Huberman interactive model comprising data collection, reduction, display, and conclusion drawing and was supplemented by a SWOT analysis. The findings indicate that pricing strategies were formulated by considering consumer purchasing power, market conditions, and subsidized housing price regulations, thereby maintaining the company's competitiveness. Promotional cost management focused on utilizing media aligned with marketing needs, ensuring efficiency in reaching prospective buyers. Sales methods involved offering Home Ownership Credit (KPR) facilities, collaborating with banks, and providing dedicated service and guidance to consumers throughout the purchasing process. The SWOT analysis placed the company in Quadrant I (Growth-Oriented Strategy), indicating that internal strengths and external opportunities could be leveraged to drive revenue growth. Ultimately, the study concludes that an integrated approach to pricing, promotional cost management, and sales methods is crucial for boosting revenue and offers valuable insights for housing developers seeking to formulate more effective marketing strategies.