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All Journal Jurnal EMT KITA IKRA-ITH EKONOMIKA Journal on Education Jurnal Review Pendidikan dan Pengajaran (JRPP) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Indonesian Journal Economic Review (IJER) Jurnal Pengabdian Masyarakat dan Riset Pendidikan PESHUM Jurnal Manajemen dan Pemasaran Outline Journal of Economic Studies Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Shintami Oktavia
Universitas Negeri Medan
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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BREAKING INTO THE RESIDENTIAL PROPERTY MARKET: DEVELOPING AN EFFECTIVE 7+1P MARKETING MODEL FOR CLOSING DEALS Tina Muhardika Handayani; Muammar Rinaldi; M. Asyari Syahab; Shintami Oktavia; Nazwa Aulia Putri Lubis
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 5 (2026): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22732186

Abstract

The objective of this study is to analyze the contribution of an expanded marketing mix, specifically the 7+1P model (Product, Price, Place, Promotion, People, Process, Physical Evidence, and Privacy), to the success of closing deals in subsidized housing in Medan City. The research utilizes a quantitative approach with descriptive and verification designs, involving a sample of 350 respondents including buyers, developers, and marketing personnel. Data were collected via closed questionnaires and analyzed through multiple linear regression using SPSS software. The results demonstrate that all elements of the 7+1P marketing mix Product, Price, Place, Promotion, People, Process, Physical Evidence, and Privacy have a positive and significant effect on closing deals both partially and simultaneously. The model explains 68% of the variation in closing success, with Privacy emerging as the most influential factor, followed by Product and Place. Consequently, it is recommended that developers strategically integrate privacy elements, such as personal data protection, digital transaction security, and residential environmental comfort, as key differentiators to build consumer trust. Furthermore, developers must continue to optimize product quality and strategic locations to remain competitive and meet the specific housing needs of low-income communities.
Co-Authors Adam Nurkholik Ageng Jihan Faradilla Ainul Mardhiyah, Ainul Aldi Lumbanraja AlFarisi, Mhd Rasyid Anggi Pratiwi Sitorus Aritonang, Friska Febiola Atikah, Dhiya Azhari, Shofwan Sasri Cecilia Miranda Lumbangaol Delfira, Asyifah Fauzah Dicky M.C Sinulingga Dita Eka Pertiwi Sirait Dita Masela Saragih Endang Sriwahyuni Sitompul Evani, Ruthania Evelyn Electra Evi Syuriani Harahap Fadhila Najwaa Shaabirah Faizah Khairani Srg Faizah Khairani Srg Farhan Farhan Farhan Farhan Fatio Dorisday Situmorang Fauzan, Itsqon Wafi Febrina Anak Ampun, Grace Analita Febrina Anak Ampun Friska Febiola Aritonang Frista Susanti Gea Gavriel, Lemuel Hezekiah Hanna Maria Siagian Hasiandra Simanjuntak Henriadi Hasibuan Hutapea, Nurlila azmi Ida Ayu Atika Putri Intan Lutfiah Maharani Iren Maulana Samosir Irma Bonita Simbolon Irvan Affandi Irvan Affandi Kevin Chiu Laura Betista Purba Loranty Folia Simanjuntak M. Asyari Syahab Maely Septiana Mahya Sabilillah Maya Martiza Sari Meiriza, Mica Siar Monica, Peby Muammar Rinaldi Muhammad Alhasymi Matondang Muhammad Baihaqi Muhammad Ikrom Nst Muhammad Ikrom Nst Nafidza Shadrina Nazwa Aulia Putri Lubis Nurjannah Nurjannah Nurjannah Nurjannah Panahatan Siagian, Nielsen Samuel Panjaitan, Ariel Imanuel Pardosi, Urbano I.R.S Paula Florensia Munthe Putri Sandrina Sitompul Radhika Narwastu Ramadani, Suci Ramadhani, Dilla Amelia Ratri Aulia Wijaya Richna Handriyani Salman Munthe Sebayang, Dira Febrina Siahaan, Robin Cornelius Simanungkalit, Nurul Amalyiah Simbolon, Irma Bonita Sitorus, Lasria Situngkir, Jenni Sormin, Imanuddin Husayn Sri Ningsih Karnance Tangkas, Maria Gabriel Oktriana Tarigan, Ayu Primsa Br Teddy Ramaditya Tiarasi G. Pakpahan Tina Muhardika Handayani Yeni Indriani Br Manurung Yuliarman, Putri Zahru Saritza Zahru Saritza Zaky Asdhika Sinaga