AUDIT KOMUNIKASI SALESMANSHIP TRAINING di PT. ASTRA INTERNATIONAL, TBK-HONDA

LATIEF, ABDUL (2010) AUDIT KOMUNIKASI SALESMANSHIP TRAINING di PT. ASTRA INTERNATIONAL, TBK-HONDA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

the most important part of business development. In personal selling, sales force has a very important role. Has become obligatory for companies to provide training for its sales force. So that training can effectively reach the target requires a communications strategy in its implementation. To measure the effectiveness of the implementation of communication strategies in training, communication audits required as a means of analysis. This study aimed to know communication strategies used in the Basic Salesmanship Traning at PT.Astra International, Tbk-Honda and find out the results of the audit of the implementation of communication strategies in Salesmanship Basic Traning in PT. Astra International, Tbk-Honda. The object of this study is the Basic Salesmanship Training at PT. Astra International, Tbk- Honda. The main data source of this research is Basic Salesmanship Training trainers and trainees, they are a salesman / sales counters whose become participants of training fully. This research uses descriptive Evaluative method. Data were analyzed with a qualitative approach based on interviews, observation, library research and documentation study and the questionnaire. The analysis shows the overall implementation of the Basic Salesmanship Training at PT. Astra International, Tbk - Honda Sales Operations are running well. All through the process with thorough planning and strategy. Seen by the majority of participants gave positive responses to the message, processes and methods of message delivery, use of media training or during the interaction process there training.Implikasi of good training and adoption of appropriate strategies will be able to create a good salesman and in accordance with qualification skills required in running the personal selling activities as part of the implementation of IMC. However, the results of the audit process of communication strategies in training and equipment there are a few things to get attention is the form of materials or application of innovation strategies on the next training. Personal Selling sebagai bagian dari Integrated Marketing Communication (IMC) adalah salah satu bagian terpenting dari perkembangan bisnis. Dalam personal selling, sales force memiliki peran yang sangat penting. Sudah menjadi kewajiban perusahaan untuk memberikan training bagi para sales force. Agar training dapat efektif mencapai sasarannya memerlukan strategi komunikasi dalam pelaksanaannya. Untuk mengukur efektifitas penerapan strategi komunikasi dalam training, diperlukan audit komunikasi sebagai alat analisanya. Penelitian ini bertujuan untuk mengetahui strategi komunikasi yang digunakan dalam Basic Salesmanship Traning di PT. Astra International,Tbk-Honda dan mengetahui hasil audit dari pelaksanaan strategi komunikasi dalam Basic Salesmanship Traning di PT. Astra International,Tbk-Honda. Objek penelitian ini adalah Basic Salesmanship Training di PT. Astra International,Tbk-Honda. Sumber data utama penelitian ini adalah para trainer Basic Salesmanship Training dan peserta training yaitu salesman / counter sales yang mengikuti training ini secara penuh. Penelitian ini menggunakan metode deskriptif evaluative. Data dianalisa dengan pendekatan kualitatif dengan berdasarkan wawancara, observasi, studi pustaka dan studi dokumentasi dan dengan kuesioner. Hasil analisis menunjukan secara keseluruhan pelaksanaan Basic Salesmanship Training di PT. Astra International, Tbk - Honda Sales Operation berjalan dengan baik. Semua proses dilalui dengan perencanaan dan strategi yang matang. Terlihat secara mayoritas peserta memberikan respon positif baik terhadap pesan yang disampaikan, proses dan metode penyampaian pesan, penggunaan media training maupun proses interaksi yang ada selama training.Implikasi dari Training yang baik dan penerapkan strategi yang tepat tersebut akan dapat menciptakan salesman yang baik dan sesuai dengan kualifikasi kemampuan yang dibutuhkan dalam menjalankan aktifitas personal selling sebagai bagian dari penerapan IMC. Namun demikian, hasil yang didapat dari proses audit strategi komunikasi dalam training tetap terdapat beberapa hal yang perlu mendapatkan perhatian yaitu berupa inovasi materi atau penerapan strategi pada training selanjutnya.

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