GUSTIARA, DEA RESTI (2021) TAHAPAN PERSONAL SELLING PERUMAHAN GIANNI PONDOK MUNGIL (Studi Deskriptif Kualitatif PT. Gianni Sandini Pada Tahun 2019 - 2020). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The area in the city of East Kalimantan will become the center of the capital city of the Republic of Indonesia and will build a variety of housing and new infrastructure that can encourage an increase in the property market. PT. Gianni Sandini who is engaged in the housing industry is quite able to attract the interest of some people in the North Penajam Paser area, especially in the Giri Purwa district. Personal Selling is one of the factors in a company that supports the success of a marketing communication activity in that company. Personal Selling is a fairly effective way of offering products to potential buyers. With Personal Selling, it will lead to 2-way communication so that there is active interaction between sellers and potential buyers. The main theory used in this research for Personal Selling Stages is Kotler & Keller. This research uses theparadigm post-positivism because the researcher wants to build an understanding of theStages Personal Selling of Gianni Pondok Mungil Housing (Descriptive Study at PT. Gianni Sandini in 2019 - 2020). Theparadigm is post-positivism said to be more trusting in the verification process of a finding of results by various methods. The results showed that PT. Gianni Sandini implements according to the Personal Selling stages, namely Prospecting and Qualifying which is identified and qualifying potential customers, Preaproach involves opening words, appearance and follow-up, Presentations and Demonstrations making presentations and, Overcoming objections being asked for information from consumers and filling in these to provide more information to consumers, Closing signs of closing transactions and ending relationships by closing sales properly and following up and maintaining consumers in order to create consumer confidence and satisfaction. Keywords: personal selling, subsidized housing, property, marketing communication Wilayah Kalimantan Timur menjadi suatu sorotan oleh sebagian masyarakat maupun developer, dikarenakan wilayah di kota Kalimantan Timur akan menjadi pusat Ibukota negara Republik Indonesia tersebut akan dibangun beragam hunian dan infrastruktur baru yang dapat mendorong meningkatnya pasar properti. PT. Gianni Sandini yang bergerak di industri perumahan cukup mampu menarik minat sebagian masyarakat di wilayah Penajam Paser Utara khususnya di kabupaten Giri Purwa. Personal Selling merupakan salah satu faktor pada sebuah perusahaan yang menunjang suksesnya sebuah kegiatan komunikasi pemasaran pada perusahaan tersebut. Personal Selling adalah cara yang cukup efektif untuk menawarkan produk kepada calon pembeli. Dengan Personal Selling maka akan menimbulkan komunikasi 2 arah sehingga terjadi interaksi yang aktif antara pejuan dan calon pembeli. Teori utama yang digunakan dalam penelitian ini untuk Tahap-Tahap Personal Selling adalah Kotler & Keller. Penelitian ini menggunakan paradigma post-positivisme karena peneliti ingin membangun pemahaman mengenai Tahapan Personal Selling Perumahan Gianni Pondok Mungil (Studi Deskriptif pada PT. Gianni Sandini Pada Tahun 2019 – 2020). Paradigma post-positivisme dikatakan lebih mempercayai proses verifikasi terhadap suatu temuan hasil dengan berbagai metode. Hasil Penelitian menunjukan bahwa PT. Gianni Sandini menerapkan sesuai dengan tahapan Personal Selling yaitu Prospecting and Qualifiying mengidentifikasi dan mengkualifikasikan calon pelanggan, Preaproach melibatkan kata pembuka, penampilan dan pembicaraan tindak lanjut, Presentation and Demonstration melakukan presentasi dan demonstrasi, Overcoming Objections menangani keberatan dari konsumen dan menjadikan keberatan tersebut untuk memberikan lebih banyak informasi ke konsumen, Closing tanda penutupan transaksi dan diakhiri dengan hubungan menutup penjualan dengan baik dan Follow Up and Maintenance menindak lanjuti dan mempertahankan konsumen agar menciptakan keyakinan dan kepuasan konsumen. Kata Kunci: personal selling, perumahan subsidi, properti, komunikasi pemasaran
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