ANALISA DAMPAK STRATEGI DIFERENSIASI PENJUALAN MULTI PRODUK DALAM PENILAIAN PERILAKU KONSUMEN DI PERUSAHAAN UMUM DAERAH MENUNTUNG SUKSES KOTA BALIKPAPAN

Abstract

Regionally-Owned Enterprises (BUMD) as development agents are not solely profit-oriented but also focus on the effectiveness of community-oriented public services. Differentiation of sales strategies is not necessarily in line with the perceptions, preferences, and actual needs of the public as consumers, resulting in a gap between policy ideals and institutional norms and the empirical reality on the ground. This study aims to analyze the impact of implementing a multi-product sales differentiation strategy on assessing consumer behavior at the Manuntung Sukses Regional Public Company in Balikpapan City. The research approach used is qualitative with a case study method, involving in-depth interviews, participant observation, and documentation studies with ten key informants from various business units. The results show that the differentiation strategy succeeded in effectively mapping market segments, but raised issues with the integration of the parent brand identity. Many consumers are unaware of the interconnectedness between business units, so customer loyalty and trust are more focused on specific product lines, rather than the company as a whole. In addition, differences in service standards, communication, and pricing between units create confusion and inconsistent perceptions among consumers. This study recommends strengthening parent brand communications, consumer education, and integrating cross-unit marketing strategies to build long-term loyalty and trust in Perumda Manuntung Sukses as an adaptive and competitive regionally-owned enterprise (BUMD).

Keywords: Differentiation, Sales Strategy, Multi-Product, Assessment, Consumer Behavior, BUMD