PENGARUH PERSONAL SELLING SALES COUNTER DALAM MEMBANGUN CITRA OPTIK OOPPA GANDARIA CITY SEBAGAI OPTIK PROFESIONAL

RAHMANI, SELVIANA (2019) PENGARUH PERSONAL SELLING SALES COUNTER DALAM MEMBANGUN CITRA OPTIK OOPPA GANDARIA CITY SEBAGAI OPTIK PROFESIONAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Public Relations that oversees customer relations in a company through Personal Selling Sales Counter is the spearhead that will deal directly with the public as a counter consumer, so that concern is not only able to act as sales that is to reach the sales target, and at the same time as customer relations trying to build image. This research was conducted to determine the extent of The Influence of Personal Selling Sales Counter in Building Image of the Optic Ooppa Gandaria City as a Professional Optic. On the basis of personal selling theory adopted from the theory of customer relations management and image theory with dimensions of perception, cognition, motivation, and attitude. This reseach uses explanative type using quantitative approach. The method used is survey method with population number 520 people with sampling withdrawal counted 90 people from result of calculation of formula of Yamane and accompanied by technique of simple linier regression analysis. The results of this study concluded that there is influence of 37,0 % in an effort to build image Optik Ooppa Gandaria City. From the result of regression test showed there is positive influence of personal selling sales counter in building image of the optic Ooppa Gandaria City. Its means that if the personal selling is good so the image built will be good too and the other way around. Keywords : Customer Relations Management, Personal Selling, Image Public Relations yang membawahi Customer Relations Management di sebuah perusahaan melalui Personal Selling Sales Counter merupakan ujung tombak yang akan berhadapan langsung dengan pihak public sebagai pelanggan dan konsumennya. Sehingga yang bersangkutan tidak hanya mampu bertindak sebagai penjual (sales) yaitu memenuhi target penjualan dan sebagai customer relations yaitu berupaya membangun citra perusahaan. Penelitian ini dilakukan untuk mengetahui sejauh mana Pengaruh Personal Selling Sales Counter dalam membangun citra optik Ooppa Gandaria City sebagai optik professional. Dengan landasan teori Personal Selling yang diadopsi dari teori Customer Relations Management. Dan teori Citra dengan dimensi persepsi, kognisi, motivasi, dan sikap. Penelitian ini menggunakan tipe eksplanatif dengan menggunakan pendekatan kuantitatif. Metode yang digunakan adalah metode survey dengan jumlah populasi 520 orang dengan penarikan sampling sebanyak 90 orang dari hasil perhitungan rumus Yamane dan disertai teknik analisis regresi linier sederhana. Hasil penelitian ini memperoleh bahwa adanya pengaruh sebesar 37,0% dalam upaya membangun citra Optik Ooppa Gandaria City. Menunjukkan bahwa mayoritas responden memberikan jawaban yang positif. Dari hasil regresi menunjukkan ada pengaruh positif dari personal selling sales counter dalam membangun citra optik Ooppa Gandaria City. Berarti bahwa jika personal selling baik maka akan terbangun citra yang baik begitu juga sebaliknya. Kata Kunci : Customer Relations Management, Personal Selling, Citra

Item Type: Thesis (S1)
NIM: 44215010067
Uncontrolled Keywords: Customer Relations Management, Personal Selling, Citra
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Aug 2019 02:15
Last Modified: 27 Aug 2019 02:15
URI: http://repository.mercubuana.ac.id/id/eprint/50331

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