Marketing Communication Strategies Through Multi-Level Marketing in Promoting Products (Case Study on Leaders and Members of PT. Melia Sehat Sejahtera Bandar Lampung Branch)
Keywords:
Marketing Communication Strategy, Multi-Level Marketing, MeliaAbstract
This study aims to analyze marketing communication strategies through the Multi-Level Marketing (MLM) system in promoting products to leaders and members of PT Melia Sehat Sejahtera Bandar Lampung Branch. Using a descriptive qualitative approach, this research was conducted using in-depth interviews, observation, and documentation. The research informants consisted of 2 National Leaders, 2 Senior Leaders, and 5 active members who had met the established criteria. The results showed that PT Melia Sehat Sejahtera implemented a comprehensive marketing communication strategy through the 4P approach (Product, Price, Place, Promotion). In terms of products, the company offers Melia Propolis and Melia Biyang which have been certified by BPOM and GMP. Pricing is adjusted to product quality and market segmentation. The selection of strategic stockist locations and the use of offline and online promotional media support marketing effectiveness. Despite facing challenges such as product counterfeiting, stock-outs, and negative perceptions of MLM, the company has managed to maintain its existence for 20 years through a commitment to maintaining product quality, transparency of the business system, and continuous coaching of members and leaders.This research concludes that the success of PT Melia Sehat Sejahtera's marketing communication strategy lies in its ability to combine a transparent MLM system with quality products and sustainable member network empowerment, creating a business model that is not only profit-oriented but also provides socio-economic benefits for stakeholders
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