Analisis Strategi Pemasaran Perumahan Griya Pasir Putih Mas Pekanbaru

This study aims to find out how the marketing strategy at Griya Pasir Putih Mas Pekanbaru housing is. The population in this study were 30 respondents. The sampling technique used judgmental sampling with a sample of 30 respondents. The analysis technique in this study uses descriptive analysis with research data obtained from questionnaires (primary), literature study and direct interviews with related parties according to the research objectives. The data analysis technique of this research uses SWOT analysis and uses a qualitative approach. The results of the analysis show that the results of the IFAS analysis, the indicator that becomes the strength is the quality of building products that are good and very satisfying so that they are able to compete with other housing. Meanwhile, the results of the EFAS analysis show that "house as a community need" is the biggest opportunity factor owned by the company because it has the largest rating value of 4 and "rising material prices" as the company's biggest weakness because it has the lowest rating value of 3