BAURAN PEMASARAN PRODUK PRIVATE LABEL DALAM RETAIL INDONESIA
AbstractThis research is aimed to explain how far marketing mix done by retailer Alfamart to private label product by using descriptive qualitative method that focuses on literature review which includes the marketing mix and the study cases correlated on private label products with retail case studies of Alfamart outlets. The result of this research is the conical discussion toward the key of the marketing mix, which is located in the branding and promotion strategy. The more widespread Alfa brand, it needs an effective branding strategy again in line with the development of competitiveness of other retail outlets. Keywords: service quality, price, trust, intention to purchase
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