Strategi Pemasaran Produk Pepsodent dalam Meningkatkan Volume Penjualan PT. Unilever Tbk. Area Bandar Lampung
DOI:
https://doi.org/10.37090/bpj.v1i1.419Abstract
Pepsodent toothpaste products attract consumers from the physical side and benefits so that consumers get information from Pepsodent toothpaste products for consideration in purchasing decisions. Therefore, companies need to study and know consumer or community responses to Pepsodent toothpaste, factors that can fulfill consumer desires and how far the position of this product is in the minds of consumers.This study analyzes how the marketing strategy of Pepsodent toothpaste products in increasing the sales volume of PT. Unilever Tbk. Bandar Lampung area. The purpose of this study is to find out what strategies can be done to increase the sales volume of PT. Unilever Tbk. Bandar Lampung area with a descriptive-qualitative research method, the key informant in this study was a branch manager of PT. Unilever Tbk. Bandar Lampung area, agent and marketing of Pepsodent products PT. Unilever Tbk. Bandar Lampung area, while the informants in this study were regular consumers of Pepsodent Toothpaste products in Bandar Lampung.
Keywords: marketing strategy, sales volume, product
References
Alma, Buchari, (2013): Manajemen Pemasaran dan Pemasaran Jasa.Alfabeta, Bandung.
American Marketing Association (AMA) yang dikutip oleh Philip Kotler dan Keller Kevin Lane yang diterjemahkan oleh Bob Sabran.2009.
Assauri, Prof. Dr. Sofjan, MBA. 2004. Manajemen Pemasaran. PT. Raja Grafindo Persada, Jakarta.
Basu Swastha, dan T. Hani Handoko, 2008, Manajemen Pemasaran, Analisa Perilaku Konsumen, edisi pertama, cetakan keempat, Penerbit : BPFE, Yogyakarta
Cannon, Perreault dan McCarthy. 2009. Pemasaran Dasar Pendekatan Manajerial Global Buku 2 Edisi 16. Jakarta: Salemba Empat.
Daymon, Christine. 2008. Metode-Metode Riset Kualitatif dalam Public Relations dan Marketing. Bentang. Yogyakarta.
Kotler, Philip & Armstrong, G. 2012. Principle of Marketing (Edisi 14). Boston: Pearson Education.
Kotler, Philip and Kevin Lane Keller, (2012): Marketing Management New Jersey: Pearson Pretice Hall, Inc.
Kriyantono, Rahmat. 2012. Teknik Praktis Riset Komunikasi. Jakarta : PT. Kencana Perdana.
Miles,M.B, Huberman,A.M, dan Saldana,J. 2014. Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications. Terjemahan Tjetjep Rohindi Rohidi, UI-Press.
Stanton, William J. 2012. Prinsip pemasaran, alih bahasa : Yohanes Lamarto Penerbit Erlangga, Jakarta.
Stephanie & K. Marrus. (2002). Desain Penelitian Manajemen Strategik. Jakarta: Rajawali Press.
