ANALISIS DIFERENSIASI PRODUK DALAM MENINGKATKAN VOLUME PENJUALAN PADA PT. LASITECH COMPUTER

Abstract

 

Product differentiation is one of the reliable strategies in the world of marketing in increasing sales volume. In facing the rapid competition in this era of globalization, PT. Lasitech Computer Medan is expected to pay more attention to the products it markets. The goal of a company is to maintain and increase sales volume. This study aims to determine and analyze product differentiation applied to PT. Lasitech Computer Medan in increasing sales volume and to find out the differences between products in order to get optimal sales from year to year. This research is a type of qualitative research, namely a case study that produces descriptive data that is put into words. Data collection techniques in this study using observation, interviews and documentation, the authors made a direct visit to PT. Lasitech Computer Medan which is located on Jl. Dormitory No. 9A-9B Pondok Kelapa Medan to conduct research and personal interviews with several employees and some consumers who shop at the company, and are equipped with sales data for the past 5 years, namely 2016-2020. This company is engaged in the sale of laptops and other electronic devices. The data analysis technique used is descriptive qualitative by using data collection, data reduction, data presentation and drawing conclusions or verification. The results of the study can be concluded that the differentiation strategy carried out at PT. Lasitech Computer Medan in increasing sales volume implemented by PT. Lasitech Computer Medan is quite good and effective. There are 9 different laptop brands, namely Asus, Acer Axioo, HP, Dell, NEC, Lenovo, Toshiba and Fujitsu with different indicators. In every product marketed there are differences between products, namely in terms of specifications, in terms of shape, design, features, quality, conformance quality, durability, reliability, repair, style, price and promotion. In addition, there are features in every product marketed, namely a lifetime warranty on programs and applications, where these guarantees are not found in other companies.