Strategi Pemasaran untuk Meningkatkan Okupansi Kawasan Ekonomi Khusus Sei Mangkei
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Kawasan Ekonomi Khusus (KEK) Sei Mangkei memiliki keunggulan berupa status KEK dan Proyek Strategis Nasional, ketersediaan bahan baku, utilitas terintegrasi, serta konektivitas logistik multimoda. Namun, pemanfaatan kawasan masih belum optimal. Hingga tahun 2025, KEK Sei Mangkei memiliki 48 tenant dengan tingkat okupansi sebesar 21,75% dari total luas 1.933,8 hektare. Penelitian ini bertujuan mengidentifikasi faktor internal dan eksternal yang memengaruhi pemasaran KEK Sei Mangkei, menentukan posisi strategis kawasan, serta merumuskan strategi pemasaran untuk mendukung peningkatan okupansi dan akuisisi tenant. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data primer diperoleh melalui wawancara tertulis terstruktur terhadap 13 informan yang dipilih secara purposif, terdiri atas delapan informan manajemen PT Kawasan Industri Nusantara dan lima perwakilan tenant aktif. Data sekunder diperoleh melalui studi dokumentasi. Analisis dilakukan menggunakan bauran pemasaran 7P sebagai kerangka diagnosis faktor internal, kemudian diintegrasikan dengan SWOT, matriks IFAS–EFAS, dan Matriks TOWS. Hasil penelitian menunjukkan skor IFAS sebesar 2,78 dan EFAS sebesar 2,71. Selisih skor kekuatan dan kelemahan sebesar +1,30 serta peluang dan ancaman sebesar +0,35 menghasilkan koordinat strategis (1,30; 0,35), yang menempatkan KEK Sei Mangkei pada Kuadran I (Agresif). Analisis TOWS menghasilkan lima pilar strategi, yaitu penguatan produk kawasan dan ekosistem logistik, akselerasi promosi dan komunikasi pemasaran, peningkatan kapasitas dan keandalan utilitas, optimalisasi proses perizinan dan administrasi, serta penguatan branding dan hubungan investor. Penelitian ini memberikan kontribusi kontekstual dan manajerial dengan mengintegrasikan perspektif pengelola dan tenant untuk menerjemahkan keunggulan kawasan menjadi strategi pemasaran yang mendukung akuisisi investor dan peningkatan okupansi.
Marketing Strategy to Increase Occupancy of the Sei Mangkei Special Economic Zone
Abstract
The Sei Mangkei Special Economic Zone (SEZ) benefits from its SEZ and National Strategic Project status, access to raw materials, integrated utilities, and multimodal logistics connectivity. However, the utilisation of the zone remains suboptimal. By 2025, the Sei Mangkei SEZ had 48 tenants and an occupancy rate of only 21.75% of its total area of 1,933.8 hectares. This study aims to identify the internal and external factors affecting the marketing of the Sei Mangkei SEZ, determine its strategic position, and formulate marketing strategies to support higher occupancy and tenant acquisition. A descriptive qualitative approach with a case study design was employed. Primary data were collected through structured written interviews with 13 purposively selected informants, consisting of eight representatives of PT Kawasan Industri Nusantara management and five active tenants. Secondary data were obtained through document analysis. The 7P marketing mix was used to diagnose internal marketing factors and was subsequently integrated with SWOT analysis, IFAS–EFAS matrices, and the TOWS Matrix. The results show an IFAS score of 2.78 and an EFAS score of 2.71. The difference between strengths and weaknesses was +1.30, while the difference between opportunities and threats was +0.35, resulting in a strategic coordinate of (1.30, 0.35) and placing the Sei Mangkei SEZ in Quadrant I (Aggressive). The TOWS analysis generated five strategic pillars: strengthening the zone product and logistics ecosystem, accelerating promotion and marketing communication, increasing utility capacity and reliability, optimising licensing and administrative processes, and strengthening branding and investor relations. This study provides contextual and managerial contributions by integrating management and tenant perspectives to translate the zone’s competitive advantages into operational marketing strategies that support investor acquisition and higher occupancy.
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