GUMILAR, AMBAR DINIATI (2020) AKTIVITAS PERSONAL SELLING WYL S KITCHEN PAKUBUWONO JAKARTA DALAM MENDAPATKAN CALON KLIEN BARU TAHUN 2019. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to look at the personal selling activities carried out by Wyl's Kitchen Pakubuwono in getting new potential clients. The success of a significant increase in sales in the 4 years since the company was built, not only in terms of the good location but also from the service provided. The concept of this research refers to the stages of personal selling activities from Kotler & Keller, namely: prospecting and qualifying, pre-approach, approach, presentation, handling objections, closing and follow-up. And literature review used in this research is marketing communication, promotion mix, personal selling, and marketing of Busines to Business. The type of research used is descriptive qualitative research. Describe personal selling activities in Wyl's Kitchen Pakubuwono Jakarta in Getting New Prospective Clients in 2019. Research data were obtained through in-depth interviews with resource persons and through field observations and literature in the form of books, documents related to research. The results showed that Wyl's Kitchen Pakubuwono carried out the personal selling stage in the initial process of finding and qualifying prospects, pre-approach, approach, presentation to the follow-up process. The development of personal selling activities at Wyl's Kitchen Pakubuwono also focuses on building long-term business relationships with clients. Keywords: Marketing Communications, Personal Selling, Business to Business Penelitian ini bertujuan untuk melihat aktivitas personal selling yang dijalankan oleh Wyl’s Kitchen Pakubuwono dalam mendapatkan calon klien baru. Keberhasilan peningkatan penjualan yang significant dalam waktu 4 tahun sejak perusahaan tersebut dibangun, bukan hanya dari segi tempat yang bagus tetapi juga dari pelayanan yang diberikan. Konsep penelitian ini mengacu kepada tahapan aktivitas personal selling dari Kotler & Keller yaitu : prospecting and qualifying, pre-approach, approach, presentation, handling objections, closing dan follow-up. Dan tinjauan pustaka yang digunakan dalam penelitian ini adalah komunikasi pemasaran, bauran promosi, personal selling, dan pemasaran Busines To Business. Tipe penelitian yang digunakan yaitu tipe penelitian kualitatif yang bersifat deskriptif. Mendeskripsikan aktivitas personal selling dalam Wyl’s Kitchen Pakubuwono Jakarta Dalam Mendapatkan Calon Klien Baru Tahun 2019. Data penelitian diperoleh melalui wawancara mendalam dengan narasumber dan melalui pengamatan di lapangan serta kepustakaan yang berupa buku-buku, dokumen yang berkaitan dengan penelitian. Hasil penelitian menunjukkan bahwa Wyl’s Kitchen Pakubuwono melaksanakan tahapan personal selling dalam proses awal mencari dan mengkualifikasi prospek, pra-pendekatan, pendekatan, presentasi hingga pada proses follow-up. Perkembangan kegiatan personal selling pada Wyl’s Kitchen Pakubuwono juga berfokus pada membangun hubungan bisnis jangka panjang (long term relationship) dengan klien. Kata Kunci : Komunikasi Pemasaran, Personal Selling, Business to Business
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