PENGARUH STRATEGI PEMASARAN DAN BRANDING PRODUK TERHADAP VOLUME PENJUALAN AIR MINUM DALAM KEMASAN DI WILAYAH KECAMATAN PATRANG

Abstract

Market segmentation is the policy of entrepreneurs to direct their strategy whether it is aimed at all levels of consumers or at certain segments. If entrepreneurs want to get a lot of turnover with big profits, they can use all segments. However, as trade develops more broadly, entrepreneurs prefer certain specific segments, so that companies can focus more on increasing their production. People's purchasing power in economic theory is a person's ability to buy goods or services. The calculation is carried out by the number of goods that consumers can buy with the existing currency. In terms of people's purchasing power, it can be seen that people's needs are in the form of basic goods or consumer goods. Several factors that can influence people's purchasing power are the price of goods, people's income level, taxes and other factors.