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All Journal Balanca : Jurnal Ekonomi dan Bisnis Islam
Wiji Lailatul Maftukhah
Universitas Islam Negri Sunan Ampel Surabaya
Economics, Econometrics & Finance

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Analisis SWOT terhadap Penerapan Marketing Mix 7P dalam Peningkatan Penjualan PT. Hanin Wisata Semesta: SWOT Analysis of the Application of Marketing Mix 7P in Increasing Sales of PT Hanin Wisata Semesta Tsaniyatas Syarifah; Wiji Lailatul Maftukhah; Zamrodul Ardina
Balanca : Jurnal Ekonomi dan Bisnis Islam Vol. 6 No. 2 (2024): Balanca: Jurnal Ekonomi dan Bisnis Islam
Publisher : Institut Agama Islam Negeri Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/balanca.v6i2.9519

Abstract

This research aims to analyze the 7P marketing mix strategy at PT. Hanin Wisata Semesta using SWOT analysis. The SWOT analysis identifies the strengths, weaknesses, opportunities, and threats faced by Hanin Travel. Each variable within the 7P framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence—is systematically examined to assess its role in influencing the company’s sales performance. The findings reveal that the 7P marketing mix strategy significantly impacts sales, either positively or negatively, depending on its implementation. The SWOT analysis further highlights critical areas requiring improvement to enhance the effectiveness of the marketing strategy and optimize sales growth. This study underscores the importance of strategic alignment and consistent evaluation in the application of the marketing mix to address market challenges and leverage potential opportunities. The recommendations derived from this research provide a practical roadmap for PT. Hanin Wisata Semesta to strengthen its market position and achieve sustained growth in a competitive industry.
Co-Authors Tsaniyatas Syarifah Zamrodul Ardina