PHENOMENOLOGY OF KINANSYAH GROUP'S PRODUCT MARKETING EXPANSION THROUGH ANALYSIS OF 7P MARKETING MIX
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
Downloads
References
Alfiqri, M. J., & Trisnawati. (2024). Pengaruh Brand Awareness Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Variabel Mediasi Viral Marketing Pada Produk Mixue Di Pontianak. Obis, 6(2), 44–60. Https://Doi.Org/10.63848/Obis.V06n2.5
Andia Novi Ramadhani, R. F. B. S. (2025). Pengaruh Marketing Mix Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Kolam Renang Asri Saentis. Improvement: Jurnal Manajemen Dan Bisnis, 5(1).
Caroline, E., Santoso, I., & Deoranto, P. (2021). Pengaruh Marketing Mix (7p) Dan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food Bar Di Malang. Jurnal Manajemen Pemasaran, 15(1), 10–19. Https://Doi.Org/10.9744/Pemasaran.15.1.10-19
Damayanti, J. P., Setyowati, T., & Wibowo, Y. G. (2025). Application Of Marketing Mix And Digital. 7(1), 250–275.
Haikal Ayasya Isfansyah, A. W. (2024). Pengaruh Marketing Mix 4p (Product, Price, Place, Promotion) Jne Terhadap Loyalitas Pelanggan Jne Melalui Variabel Intervening Kepuasan Pelanggan Jne. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 11(1), 1195–1214.
Juraerah, E., Fauzi, A., & Supardi, S. (2024). Implementasi Bauran Pemasaran Sebagai Strategi Pemasaran Jasa Pendidikan. Management Of Education: Jurnal Manajemen Pendidikan Islam, 10(1), 24–39. Https://Doi.Org/10.18592/Moe.V10i1.9507
Kotler, P. Dan K. L. K. (2016). Manajemen Pemasaran Edisi 12 Jilid 1 & 2. Jakarta: Pt. Indeks.
Lesmana, N., Hakim, I., Sanjaya, A., Marsin, I. S., Prasetyo, E., Witiyastuty, H., & Jamal, I. (2022). Manajemen Pemasaran.
Malelak, S. L., Setiawan, B., & Maulidah, S. (2021). Analysis Of Marketing Mix On Consumer Loyalty : Empirical Study Of Customer Satisfaction Of Local Product. International Journal Of Business, Technology, And Organizational Behavior (Ijbtob), 1(3), 160–168.
Maulana, I., & Arkanuddin, M. F. (2021). Analisis Pengaruh Bauran Pemasaran Holistik Terhadap Loyalitas Nasabah Tabungan Pada Bank X. Eqien: Jurnal Ekonomi Dan Bisnis, 8(2), 61–70. Https://Doi.Org/10.34308/Eqien.V8i2.224
Ng, H. S., Kuek, T. Y., Zhang, L. K., Yeoh, L. K., & Huan, J. (2023). The Impact Of Marketing Mix On Customer Satisfaction In Haidilao Hotpot. Advances In Global Economics And Business Journal, 117–129.
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2021). Pengaruh Harga Terhadap Keputusan Pembelian Konsumen: El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), 150–160. Https://Doi.Org/10.47467/Elmal.V2i2.473
Prof. Dr. Sugiyono. (2018). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Alfabeta, Bandung.
Purbantina, A. P., Respati, D., Mewanty, I., & Firmansyah, M. G. (2022). Penerapan Digital Marketing & Mix Marketing Strategy Untuk Perluasan Pasar Dan Peningkatan Daya Saing Umkm. Jurnal Abdimas Bela Negara, 3(1), 58–67.
Rahayu, D. S., & Putri, A. R. (2025). Pengaruh Marketing Mix 4p (Product, Price, Place, Promotion) Terhadap Keputusan Pembelian. Neraca Akuntansi Manajemen, Ekonomi, 24(10).
Syarifuddin, A. D. I., Basalamah, S., Sinring, B., & Mas’ud, M. (2021). The Effect Of Marketing Mix On Consumer Purchase Intention And Decisions On Frozen Food In Makassar, Indonesia. American Journal Of Humanities And Social Sciences Research, 5(4), 32–40.
Tielung, M. V. (2021). Marketing Mix Effect On Customer Satisfaction On The Tourism In Tomohon City. International Journal Of Research -Granthaalayah January, 25–36.
Copyright (c) 2026 Abdus Salam, Budi Santoso, Feti Fatimah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
