Implementation of the 7P Marketing Mix Strategy in the Housing Industry

This study focuses on analyzing the implementation of the marketing mix strategy, specifically the 7P framework, by Kinansyah Group, a company operating in the construction and property services sector. As a business company in the housing development sector, Kinansyah Group must strategically optimize its marketing efforts to sustain competitiveness and achieve business growth. The research employs a qualitative approach using the phenomenological method, allowing a deeper understanding of the company’s marketing practices from the perspective of observed reality. Data collection was carried out through direct observation. The study explores how Kinansyah Group manages its product portfolio to meet customer expectations, sets pricing, selects distribution channels, and carries out promotional activities. Furthermore, it examines operational processes, develops human resources, and leverages physical evidence. The findings indicate that the 7P marketing mix has contributed to enhancing Kinansyah Group’s competitive advantage. By maintaining high service quality, responding swiftly to market needs, and consistently delivering value, the company has been able to foster strong customer loyalty. Additionally, the strategy supports sustainable market expansion by building a reputable brand image and trust among clients. In conclusion, the research highlights the importance of a comprehensive and well-executed 7P marketing mix as a key driver for business resilience, especially in a recovering economic environment.