GARNASIH, MEGA (2018) TIPIKASI ICE BREAKING B TO B DALAM IMPLEMENTASI DIRECT SELLING PRODUK PT. GLOBAL PLASTINDO INDUSTRI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tujuan yang ingin dicapai dalam penelitian ini adalah untuk mengetahui implementasi direct selling terhadap produk di PT. Global Plastindo Industri, dan untuk mengetahui tipikasi ice breaking B to B pada implementasi direct selling. Dalam penelitian ini yang menjadi objek penelitian adalah PT Global PlastindoIndustri yang menggunakan teknik komunikasi direct selling Adapun sumber data yang digunakan adalah person beberapa key informan dari PT Global Plastindo Industri, dan paper berupa data penjualan yang menjadi sumber data dalam penelitian ini. Penelitian ini menggunakan pendekatan kualitatif, dengan metode wawancara. Unit analisis data dari penelitian ini adalah lembaga dan individu. Lembaga yaitu divisi marketing PT. GPI yang mewakili perusahaan yang menjalankan komunikasi direct selling dalam menjual produk dan individu-individu yang yang berperan didalamnya seperti direktur service dan warranty, manager marketing, marketing sales, dan konsumen yang membeli produk. Berdasarkan hasil penelitian, implementasi direct selling dan pengelolaan ice breaking yang terbagi berdasarkan kategori customer, yaitu new customer yang berfokus saat pendekatan dengan calon customer baik saat presentasi dan juga ketersediaan menjadi sponsor acara gathering . Kedua, yaitu dengan existing customer yang befokus menjaga relasi yang baik antara PT GPI dengan existing customer, melalui kegiatan entertain di luar kantor dan mengikuti event customer . Dan dengan loyal customer, selain menjadi sponspor dalam kegiatan-kegiatan yang diselenggarakan oleh customer dan selalu menjaga relasi yang baik dengan customer, Meningkatkan after sales service serta menciptakan suasana yang nyaman dengan customer . Kata Kunci : Direct Selling, Ice Breaking, B to B, PT Global Plastindo Industri The aim of this research are to find out the implementation of direct selling through product of PT Global Plastindo Industri, and to find out typification of ice breaking Business to Business product in direct selling implementation. The object of this study is PT Global Plastindo Industri which uses direct selling methods. And the source of information used are sales data and some key informan and informan from PT Global Plastindo Industri and customer. This study uses qualitative methods with interview methods. The data analysis unit from this study are institutions and individuals. The institution is the marketing division of PT. GPI which represents companies that run direct selling communication in selling products and individuals who play a role in it such as service and warranty directors, marketing managers, marketing sales, and consumers who buy products. Based on the results of the study, direct selling implementation has an effect on increasing customer PT. Global Plastindo Industri, and ice breaking management which are divided based on customer categories, namely new customers that focus on approaching potential customers during presentations. Second, namely with existing customers who focus on maintaining good relations between PT GPI and existing customers, through entertainment activities outside the office. And loyal customers, become sponsors in activities organized by customers and always maintain good relationships with customers, because it is essensial to maintain customer loyalty Key words : Direct Selling, Ice Breaking , Business to Business, PT Global Plastindo Industri
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-19-008 |
| NIM/NIDN Creators: | 55216120049 |
| Uncontrolled Keywords: | Direct Selling, Ice Breaking, B to B, PT Global Plastindo Industri, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 16 Mar 2022 02:32 |
| Last Modified: | 20 Jun 2022 02:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58048 |
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