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Journal : IIJSE

PHENOMENOLOGY OF KINANSYAH GROUP'S PRODUCT MARKETING EXPANSION THROUGH ANALYSIS OF 7P MARKETING MIX Salam, Abdus; Santoso, Budi; Fatimah, Feti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9670

Abstract

The housing industry in Jember Regency is experiencing a rapid urbanization phenomenon with a backlog of millions of units, where PT Kinansyah Group has managed to dominate the market through adaptive marketing expansion that combines the 7P Marketing Mix strategy with the local cultural values of Pendalungan. This phenomenon of Local Resonance can be seen from the transformation of housing from a physical commodity to a symbol of social status and emotional security, supported by high-tech digitalization but still maintaining a high-touch personal touch typical of Java-Madura friendship. This study analyzes the phenomenology of PT Kinansyah Group's product marketing expansion in Jember Regency through the 7P Marketing Mix approach contextualized with Service Dominant Logic (SDL). Using a qualitative phenomenological method with in-depth interviews, observations, and data triangulation on management informants and consumers, it was found that the success of the expansion was based on Local Resonance through the privatization of the 7P: Product as a status symbol, Flexible price empathy, Place vision of the future, Promotion of relational getok contagion, People seduluran, Process seamless humanist, and Physical Evidence of early legitimacy. The main phenomena include Territorial Psychology, High-Touch High-Tech, Symbolic Materials, and Resilience Adaptation, forming an ecosystem of trust that transforms housing into emotional-social value, so that this strategy dominates the Jember local market through Local Market Mastery with recommendations for digitization of processes and stakeholder collaboration
Co-Authors Abdul Karim Adityo Nugroho, Adityo Afkar, M.Khadafi Ahdiani Hayati, Lena Ahmad Hikami, Haikal Ahmad Rofii Akbar, Rasyan Akbar, Rizaldi Akmalia, Naila Febrina Al Bahri, Fauzan Putraga Al-Maamari, Abdulwahab Abdullah Alfina Almeida, Giovani Costa Alvien Septian Haerisma Amalia Amalia Amri Amin Angrian Permana, Angrian Anisa Fitria Utami Apriliani, Andhini Ariadi, Herman Arif Fauzan, Arif Asep Nugraha, Asep Aspandi, Ade Azhari, Lukman Aziz, Muhammad Fauzan Bachrul Ulum Bahruni . Baridi, Muhammad Cahya, Ilham Dwi Darmawan Dede Rosyada Deik, Ghiyas Ahmed Dwi Budi Santoso Dyah Ika Rinawati Ediyanto Endang Suprapti Eva Siti Ropiah Fachri, Khoerul Fadillillah, Shabian Dylan Fatani, Muhammad Fathurrahmad Fauzan Ishlakhuddin Ferdiansyah, Dimas Galih Feti Fatimah Firmansyah, Aditya Fitri Meliani, Fitri Gatra, Rahmadhan Ghazali, Ziyadul Ifdhal Habibah, Muzayyidatul Hajriyanti, Rahmi Hamonangan, Andhika Daniel Hanura Aprilia, Hanura Harry Aprianto Heriyani, Nofitri Hevi Kurnia Hardini Hidayat, Asep Munir Hilfanzi, Mendra Holqi, Fikri Gali Fernando Ihsanuddin Ihsanuddin Imilda Imilda, Imilda Iqbal, Taufiq Iradhad Taqwa Sihidi Irawati Irma Farnita, Irma Irmayana Irpani, Ayit Ismail Ismail Ismail Isroqunnajah Izma Daud, Izma Jajat, Dede James, Bobby James, Bobby Arvian Jannah, Hamidatul Jibril, Mohammad Julianto Julianto Khairul Amri Khana, Rajes Kristiawan, Niko Kurniawan, Muhammad Rizky Dwi Kurniawan, Wahyudi Kusuma, Pradana Jati L. Budi Handoko Latifurrahman, Aan Lisnawati, Lica Lita Permata Sari Lusiana, Erda Mabrurrosi, Mabrurrosi Maharani, Shinta Aulia Mahmud, Basri Marjuki Marjuki Marliani, Lina Masitha Fahmi Wardhani Maulidya, Rena Mazaya El Banna, Aini Ma’shum, M. Syamsul Ma’arif Miftahul Jannah Millati, Rida Miswar Muammar MUHAJIR Muhamad Ridwan Muhammad Faisal Muhammad Nizar Ramadhan Muhammad Riza Muhammad Wali, Muhammad Muhtadin Mujiburrahman Mujiburrahman Mulyani, Esti Mumtaz, Muhammad Reynaldi Munawir Munawir Muntasir, Muntasir Muttaqin, Muhammad Azhar Nasir Nazariyanti Nisa, Fauzatul Laily Noorkhalilati, Noorkhalilati Nuansah, Unang Nuryatimah, Yayat Oki Setiono Pasaribu, Nurliana Perani Rosyani Pernando, Frengki Puji Purwatiningsih, Aris Purwatiningsih, Aris Putra, Zahra Ramadhan Ananda Putri, EE Lailatul Qushary, Muhammad Al R, Jalaluddin Iman Rachman, Muhammad Afif Raditya, Muhammad Riza Rahma Pambudi, Aditya Rahmawati, Cut Ramadhan, Leo Berliandri Ramadhan, Muhammad Lutfi Ridwan, Jauhan Nuari Ridwan, Jauhar Nuari Rijal, Muhammad Rinah Rizal Fahmi Rizal Fauzi Sahruddin, Sahruddin Saputra, Ilyas Sari, Silvia Agustina Wulan Satriani, Desy Septarini, Ri Sabti Setowara, Subhan Setyo Wahyu Sulistyono Shafira, Yulia Siti Ropiah, Eva Sobirin Sobirin Sofyan Subasman, Iman Sugita, Ananda Yasfa Nurhaliza Suhita Whini Setyahuni Sujata, Tatang Suwandana, Endan Syafrinal, Syafrinal Syamsul Huda Syamsul Rizal Syarifuddin Syaripudin, Mohamad Syibli Maufur, Syibli Tampubolon, Parlindungan Tasti, Andi Thalita Thaariq, Ath Triwoelandari, Retno Tundo, Tundo Umyati, Umyati Vania Vania Verra, Lie Wafie, M. Sholeh Wagiman, Wagiman Wahyuni, Neneng Wali , Muhammad Wani, Cut Eva Watekhi Watekhi Wijonarko, Panji Wildanil Ghozi WINARNO Wulan, Diah Retno Yana Syafriyana Hijri Yaqutina Marjani Santosa Yunita Sari yusuf, muhammad maulana ZAHRA, RITA Zahratunnida, Zahratunnida Zain, Zahra Nasywa Zalianti, Nabila Reva Zalianti