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PERANAN STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN MINAT PELANGGAN PADA PT. COCA COLA AMATIL INDONESIA BANDUNG

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In this study the authors use descriptive method, which describes the real state of the product, which is then processed and then analyzed to draw to conclusions. Marketing strategy by analyzing the 4Ps where The Product with the mean of 4.43. The Price .'ith the mean of 4.20. The Place with the mean of 4.42. and The Promotion with the mean of 4.40. Thus the mean of 88.36% means Strongly Agree. As customer's interest in PT. Coca Cola Amatil Indonesia as considered from AIDA rvhere Allenlion rvith the mean of 1.4100. Interest with the mean of 4.4500. Desirewith the mean 4.5000. Action rvith the mean of ,4.,1050. In other rvords Customers Interests with the mean 88.83% which means Agree. Based on the results of the research using the statistics, it can be concluded that the marketing strategy has been well used in marketing operations with the Spearman rank correlation coefficient calculation. There is a relationship that is being seen from the value of the correlation coefficient (0 0.530 betrveen Marketing Strategies and Customer's lnterest in PT. Coca Cola Amatil Indonesia and the relationship is significant at the o - 0.05 level, which is 0.00 and that /-count > l-table is 5.968 > 5.I46 /-table. The coefficient of determination shows the contribution of marketing strategies to changes in the customer's interest at 42.6 "h. While 57 .4 oh is influenced by other factors.