Economic: Journal Economic and Business
Vol. 4 No. 1 (2025): ECONOMIC: Journal Economic and Business

The Role of Sales Promotion Girls as Frontliners in Wardah's Product Marketing Strategy

Hulu, Nutiwati (Unknown)
Lubis, Karina Safitri (Unknown)
Khairunnisa, Khairunnisa (Unknown)
Manurung, Karina (Unknown)
Ovianti, Widya (Unknown)
Syahreza, Dina Sarah (Unknown)
Aprinawati, Aprinawati (Unknown)

Article Info

Publish Date
31 Jan 2025

Abstract

This research analyzes the role of the Sales Promotion Girl (SPG) as a frontliner in the marketing strategy for Wardah products, one of the leading cosmetic brands in Indonesia. Using qualitative methods through in-depth interviews and observations, this research found that SPG has a significant contribution in increasing brand awareness, customer loyalty and product sales effectiveness. The research results also reveal that communication skills, adaptation to digital marketing trends, and collaboration with the marketing team are key factors for SPG's success in achieving marketing targets. This research suggests the importance of ongoing training, attention to SPG welfare, and strengthening cross-functional collaboration to increase the effectiveness of SPG's role in supporting Wardah's marketing strategy.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Economic: Journal Economic and Business
Website

Abbrev

ejeb

Publisher

Lembaga Riset Mutiara Akbar

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

ECONOMIC: Journal Economi and Business yang diterbitkan oleh Lembaga Riset Mutiara Akbar, Medan, Indonesia merupakan jurnal akses terbuka yang dapat digunakan sebagai media interaksi bagi seluruh cendikiawan di berbagai bidang Ekonomi dan Bisnis baik itu Karya Ilmiah kajian pustaka maupun ...