Abstract
Abstract. The Sharia property industry in Indonesia has increased exponentially in recent years. Many Association of Sharia Property Developers (ADPS) members have recorded significant home sales. However, it is different with Tasnim Property, which has experienced a decline in home sales. This research aims to analyze consumer behaviour in making home purchase decisions, analyze internal factors, analyze micro and macro external factors, formulate alternative strategies and formulate strategic priorities that can be applied to Tasnim Property's business development strategy. This research was conducted from November 2022 to September 2023 with quantitative and qualitative approaches. In consumer behaviour analysis, the sampling technique used voluntary sampling through an online survey involving 75 respondents, and data analysis used SEM-PLS to determine the direct effect of product, price, place and promotion variables on home purchase decisions. In the strategic management analysis, the sampling technique used purposive sampling involving 6 respondents. Data analysis used the IFE matrix, Porter's Five Forces, PESTLE, EFE matrix, IE matrix, SWOT and QSPM matrix. The results showed that the product and promotion variables significantly affected home purchasing decisions. In contrast, the price and place variables did not significantly affect home purchasing decisions. There are 8 alternative strategies that have been formulated, namely: (1) increasing cooperation with a large number of Sharia Property Agency partners, (2) a home sales strategy with a unit booking system through Virtual Reality technology, (3) increasing marketing activities through B2G, B2B and B2C cooperation offers, (4) recruiting professional and experienced CEOs in the property sector, (5) introducing Tasnim products by enlarging marketing areas, (6) implementing simplified licensing procedures through the OSS (Online Single Submission) application, related agencies in local governments and online PBG, (7) a strategy to buy materials directly from factories/distributors, and (8) establishing a research & development division. The priority strategy that can be recommended for Tasnim Property is to increase cooperation with many Sharia Property Agency partners. This strategy is essential for the company to increase the market share of Sharia property with more massive and vigorous marketing efforts. Keywords: Business development strategy, sharia property, strategy formulation, consumer behaviour, purchase decision
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