Electronic Theses and Dissertation

Penelitian ini dilatarbelakangi oleh pertumbuhan pesat industri kosmetik di Indonesia yang ditandai dengan persaingan yang semakin ketat antara brand kosmetik. Wardah sebagai brand kosmetik lokal berhasil mempertahankan eksistensinya melalui strategi pemasaran yang efektif. Penelitian ini bertujuan untuk: (1) mengetahui strategi pemasaran yang diterapkan oleh PT. Paragon Technology and Innovation DC Aceh dalam memasarkan produk Wardah kosmetik; (2) mengetahui kendala yang dihadapi selama proses pemasaran. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif dengan metode deskriptif. Subjek penelitian terdiri dari satu karyawan perusahaan PT. Paragon Technology and Innovation DC Aceh bidang pemasaran dan empat konsumen Wardah kosmetik. Data dikumpulkan melalui wawancara semi terstruktur. Strategi pemasaran dianalisis berdasarkan pendekatan bauran pemasaran (marketing mix) yang terdiri dari produk, harga, promosi, dan tempat. Hasil penelitian menunjukkan bahwa PT. Paragon Technology and Innovation DC Aceh menerapkan strategi produk dengan kemudahan penggunaan dan kualitas produk yang halal serta inovatif. Strategi harga difokuskan pada keterjangkauan dan kesesuaian kualitas. Strategi promosi dilakukan secara online melalui Instagram dan Tiktok serta promosi offline seperti event dan experience selling di toko. Strategi tempat mencakup penyebaran produk secara merata melalui saluran distribusi yang luas dan efisien. Kendala yang dihadapi antara lain keterlambatan produk baru yang disalurkan dan hambatan dalam menjangkau seluruh peserta dalam kegiatan offline. Pemasaran Wardah menurut konsumen menunjukkan bahwa strategi produk Wardah dinilai mudah digunakan dengan kualitas baik. Strategi harga dinilai terjangkau sesuai kualitas yang ditawarkan. Strategi promosi Wardah dinilai mudah dilihat pada saluran online maupun offline. Strategi tempat, wardah mudah ditemukan diberbagai toko. Kendala yang dihadapi konsumen adalah sulit menemukan produk baru dan produk viral. Temuan ini diharapkan dapat memberikan wawasan tentang pentingnya strategi pemasaran dalam meningkatkan daya saing produk kosmetik lokal di tengah persaingan pasar yang ketat.

This research is motivated by the rapid growth of the cosmetics industry in Indonesia which is characterized by increasingly fierce competition between cosmetic brands. Wardah as a local cosmetic brand has managed to maintain its existence through effective marketing strategies. This research aims to: (1) knowing the marketing strategy applied by PT. Paragon Technology and Innovation DC Aceh in marketing Wardah cosmetics products; (2) knowing the obstacles faced during the marketing process. The approach used in this research is qualitative with descriptive methods. The research subjects consisted of one employee of PT. Paragon Technology and Innovation DC Aceh in the field of marketing and four consumers of Wardah cosmetics. Data were collected throught semi-structured interviews. The marketing strategy is analyzed based on the marketing mix approach which consist of product, price, promotion, and place. The results showed that PT. Paragon Technology and Innovation DC Aceh implemented a product strategy with ease of use and halal and innovative product quality. The pricing strategy focuses on affordability and quality suitability. Promotion strategies are carried out online through Instagram and Tiktok as well as offline promotions such as events and experience selling in store. Place strategy includes distributing products evenly through wide and efficient distribution channels. The obstacles faced include delays in distributing new products and obstacles in reaching all participants in offline activities. Wardah marketing according to consumers show that Wardah’s product strategy is considered easy to use with good quality. Price strategy is considered affordable according to the quality offered. Wardah’s promotion strategy is considered easy to see on online and offline channels. Place The obstacle faced by concumers is the difficulty of finding new products and viral products. The findings are expected to provide insight into the importance of marketing strategies in improving the competitiveness of local cosmetic products amidst fierce market competition.