DISCUSSION
A. Basic Product Concepts
Kotler (2021) the product is something that is intuitively offered by the market to meet needs and desires. Products can be tangible goods, services, events, experiences, places, people, organizations, traits, and ideas or ideas. Product categories refer to meaningful categories that are balanced and used to classify and evaluate products based on similarities in product characteristics (Tafti, Godichauid, and Amodeio 2020). Product has an important meaning for business because without product, the company will not be able to create anything from its business (Milano, Suitardjo, and Hadya 2021). Product quality is the totality of features and characteristics of a product or service that affect its ability to intuitively satisfy stated or implied costs. Customers will buy a product if it feels right, therefore the production of products must be adjusted to the desires or needs of the customer so that product marketing is successful (Nita., 2020).
1. Product Decision
Product innovation deserves and is of utmost importance to receive the greatest attention from global marketing. Because the products selected by the company to be sold outside the country form the basis of the company's global marketing mix. New products have become the center of attention of most companies because they guarantee their real contribution to the company's existence and prosperity. Guarantees from a product can increase trust and interest in buying consumer goods (Fianto, Widyantara, and Baskara 2022). When the consumer does the fraudulent purchase, it means that the company is able to increase the consumer's sense of security regarding the guarantee offered (Rahayu, 2022). The purpose of having product guarantees is to provide comfort, security, safety and certainty in using products, as well as increasing added value for businesses to import and sell products (Pribadi and Fitriana, 2022). The aesthetics of a product is seen from how a product is heard by consumers, how a product looks, tastes and smells. Thus, clear aesthetics is an assessment and reflection felt by consumers (Milano, Suitardjo, and Hadya 2021).
2. Product Packaging
In carrying out product changes, marketers need to simplify when to change existing products. And you have to know that there is a change in product quality to change the characteristics of one or more products. For example, products are produced in packaging as they are (as long as they are still packaged), so that apart from being unattractive, they also have the potential to be damaged and cause contamination that is harmful to health (Al Muishofi & Syamsi, 2021). Materials used for food packaging cannot be included in the category of hazardous packaging materials, even food packaging regulations prohibit the use of packaging materials whose impact on human health is not known (Gita & Suilistyowati, 2020; Tanti & Hidayat, 2021). Because good and attractive packaging and labeling are of course very necessary in the long run of a product (Mangkui et al. 2022). Global marketers must understand important and significant differences in preferences between culture and country, such as issues of color and taste. This will greatly affect the marketing of various products. Marketers who ignore different and diverse consumer preferences can run into problems. So with this kind of science and technology that aims to protect a product when it is sent, stored or sold (Puirbowati and Arifansyah 2022).
3. Product Labels
Suiminar (2021) As time goes by, countries with different balances become more competitive when products go through their life cycles because products become more standardized. This strategy emphasizes the important role of dynamic innovation and understanding of comparative advantage in explaining the shifting patterns of trade and production of manufactured goods. For example, in order to be able to balance and expand the business on a global scale through improving the packaging label (Seiptiani 2019). Kotleir and Keilleir (2021) product label as information that is printed or displayed on product packaging which contains information about the product, product name, designation label, raw materials, expiration date, and so on. Beilch and Beilch (2021) define product label as a label on product packaging that contains information about the product, product name, ingredient content, expiry date, design indication, and other information needed by the consumer. Meinuiruit Karim and Rahman (2021) product label is a label on product packaging that contains information about furniture, product name, raw materials, expiry date, design instructions, and other information needed by the consumer. In general, the minimum label must contain the name or description of the product, raw materials, composition additives, nutritional information, expiration date, product contents, and legality information. The purpose of labeling products is to provide consumers with clear and accurate information about the products they buy and use. This helps consumers to intuitively create appropriate deception when purchasing products, as well as ensuring the safety and health of consumers by providing information about hazards and requiring due attention warnings. In addition, the label on the product can also be used as a marketing tool by presenting features and designs that attract the attention of consumers, as well as providing additional information about the features and features of the finished product (Septiani 2019). Labels should not be filled with ambiguity that can lead to bias in purchasing, both in terms of content and amount of content (Heirmanui 2022). Novia Nuirbayani (2022) "Beauty or aesthetics can be achieved with a number of conditions, including unity, harmony, symmetry, balance, and contrast from the arrangement of lines, colors, shape to an object". Consumer buying interest can be based on product aesthetics (Deivlin and Firdauisy 2020). The aesthetics referred to are the physical appearance of goods or shops, the attractiveness of service presentation, a pleasant atmosphere in which services or products are received, how the product design will be shown to the public (Mauipa, Sambo, and Maming 2020).
B. Brand Basic Concept
There is a difference between local brands and global brands, namely that with rapid globalization, companies are trying to create global brands and are actively seeking potential markets in all regions of the world. Remembrance goes hand in hand with the recollection of an assisted reciting. Mechanical memory is the customer's ability to intuitively think of a brand name from their memory when asked to think of a product category. Kenton (2022) MeRk, which has the same name and coordinated marketing approach in several countries, is the definition of global merk. Global Merk is constantly being supported by a number of advantages, such as economies of scale, international recognition, global distribution networks, and the financial strength of the companies that own them (Sudarso et al., 2020). Therefore, global markets must pay attention to the questions related to the products they want to market (Octaviana & Susilo, 2021; Susilo, 2022). Where the company simultaneously conducts market research to determine the success of merk's final strategy. So, their trustworthiness and their image have a significant impact on their trustworthiness, their trust has an impact on their loyalty, their experience has an impact on their loyalty (Dwiyani Suidaryanti, 2022).
