Shopping Center Marketing Strategy in Increasing Visitor Traffic in Manokwari City Mall

Abstract

This research aims to analyze marketing strategies in increasing visitor traffic at the Manokwari City Mall Shopping Center as one of the well-known shopping centers in Manokwari Regency. The formulation of the problem in this research is what the marketing strategy is at the City Mall shopping center in Manokwari City and what is the company's SWOT analysis. This research is field research using descriptive qualitative methods and SWOT (Strength, Weakness, Opportunities, Threat) analysis as a tool for identifying the company's internal and external environment. In this research, researchers made observations, then collected data through in-depth interviews with managers and the company's marketing division, as well as documentation to support the research. The research results show that Manokwari City Mall has shown success in increasing visitor traffic, although this increase is not of great value, it is able to provide changes at a better level than the previous year. From the results of the SWOT analysis diagram, it shows that the company is in the SO area, meaning that Manokwari City Mall in carrying out its marketing must be aggressive by taking advantage of existing opportunities and strengths. This aggressive strategy includes carrying out maximum and creative promotions, establishing new collaborations with investors and tenants, or utilizing technology and the environment as marketing support tools. Apart from that, the provision of events and outreach to the community must always be improved so that more and more people visit Manokwari City Mall