Analisis SWOT pada Bauran Pemasaran dalam Meningkatkan Kepuasan Tenant di Lippo Plaza Batu

Hendarsin, Verona Tristan Jeannyva (2026) Analisis SWOT pada Bauran Pemasaran dalam Meningkatkan Kepuasan Tenant di Lippo Plaza Batu. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to identify and analyze the SWOT factors within the marketing mix in improving tenant satisfaction at Lippo Plaza Batu. The research employed a descriptive method with a qualitative approach, with informants determined through purposive sampling, and data collected through interviews, observation, and documentation. The analysis was conducted by identifying internal and external factors based on the 4P marketing mix, which were then processed using the IFAS Matrix, EFAS Matrix, SWOT Quadrant Diagram, and SWOT Analysis Matrix. The results indicate that Lippo Plaza Batu's marketing mix strategy has supported tenant satisfaction through its facilities, strategic location, competitive pricing, and promotions, although the uneven distribution of promotions among tenants remains a weakness. Externally, the growth of tourism and the economy in Batu City, the development of digital promotion, and plans to diversify the tenant mix through a specialty tenant concept stand out as key opportunities that can be leveraged to expand the visitor base and strengthen the mall's appeal. The IFAS- EFAS Matrix coordinates (0.24 : 0.54) place Lippo Plaza Batu in Quadrant I (Strength-Opportunity), indicating that its internal strengths align with the available external opportunities, thereby supporting the implementation of a growth-oriented strategy through strengthening promotional collaboration, optimizing digital marketing, expanding partnerships with the tourism sector, and enhancing tenant relations. Keywords: SWOT Analysis, Marketing Mix, Tenant Satisfaction, IFAS Matrix, EFAS Matrix

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email UNSPECIFIED Kusumasari, Indah Respati NIDN0717048602 indah_respati.adbis@upnjatim.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Verona Tristan Jeannyva Hendarsin
Date Deposited:	20 Jul 2026 03:54
Last Modified:	20 Jul 2026 03:54
URI:	https://repository.upnjatim.ac.id/id/eprint/55997

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