Track: Case Studies

Abstract

Due to bigger demand in foreign goods, more brands and multinational companies are growing their market expansion to Indonesia to growth their sales and product innovations. A multi-national, Unilever Indonesia has been known in the local eyes as they have its identity of being a worldwide brand. Unilever has created a business model that is structured to allow the business to compete with other well-known brands. This paper wants to explain how Unilever Company to maintain product sales performance through marketing and consumer behavior. This study uses primary data through questionnaires distributed online. The number of samples is 198 consumers. The authors conducted validity and reliability tests to ensure that the data were valid and reliable. After that the Authors conducted regression testing, the results showed that global marketing strategy and consumer behavior affect product sales performance at Unilever Indonesia companies.