SETYORINI, TITIS (2020) STRATEGI PERSONAL SELLING DALAM MENINGKATKAN JUMLAH SISWA (Studi Kasus pada Bimbingan Belajar Bintang Solusi Mandiri Cabang Johar Baru, Jakarta Pusat). S1 thesis, Universitas Mercu Buana.
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Abstract
Today's digital marketing techniques are seen entering the era. But for some businesses in the service sector, face-to-face marketing techniques (personal selling) are still the main strategy used to increase the number of sales. One service business sector that still uses personal selling marketing techniques is Tutoring of Bintang Solusi Mandiri Branch in Johar Baru, Central Jakarta. This study aims to determine the personal selling strategy undertaken by Tutoring of Bintang Solusi Mandiri Branch in Johar Baru, Central Jakarta in increasing the number of students. This study will also explain the personal selling strategy used by grade 6 elementary and 9 junior high schools that contributes to the acquisition of the highest number of students in the Tutoring of Bintang Solusi Mandiri Branch in Johar Baru, Central Jakarta. The concept of this research refers to the stages of personal selling activities of Kottler and Armstrong, namely: prospecting and qualifying, pre�approach, approach, presentation and demonstration, handling objections, closing and follow-up. And literature review used in this research is marketing communication, service marketing mix, service marketing strategy, promotion, promotion mix, and personal selling. This study uses a constructivist paradigm with a qualitative approach and case study methods. Data collection techniques are carried out through observation and in-depth interviews with informants. The technique of checking the validity of the data uses triangulation of sources, namely by means of participant observation or the researcher is directly involved at the time of observation and triangulation of methods using 6 (six) different informants to obtain the validity of the data. The results of this study explain the stages of personal selling Bimbel Bintang Solusi Mandiri branch of Johar Baru using 9 stages, namely training, prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, follow-up and maintaining long term relationships and in improving total students. Key word : service marketing strategy, personal selling Teknik pemasaran digital dewasa ini terlihat sedang memasuki eranya. Namun untuk sebagian usaha di bidang jasa, teknik pemasaran dengan tatap muka langsung (personal selling) masih menjadi strategi utama yang digunakan untuk menaikkan jumlah penjualan. Salah satu bidang usaha jasa yang masih menggunakan teknik pemasaran personal selling adalah Bimbel Bintang Solusi Mandiri Cabang Johar Baru, Jakarta Pusat. Penelitian ini bertujuan untuk mengetahui strategi personal selling yang dilakukan oleh Bimbel Bintang Solusi Mandiri cabang Johar Baru dalam meningkatkan jumlah siswa. Penelitian ini juga menjelaskan strategi personal selling yang digunakan oleh kelas 6 SD dan 9 SMP yang berkontribusi terhadap perolehan jumlah siswa terbanyak di Bimbel Bintang Solusi Mandiri cabang Johar Baru. Konsep penelitian ini mengacu pada tahapan aktivitas personal selling dari Kottler dan Armstrong yaitu: prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing dan follow-up. Dan tinjauan pustaka yang digunakan dalam penelitian ini adalah komunikasi pemasaran, bauran pemasaran jasa, strategi pemasaran jasa, promosi, bauran promosi, dan personal selling. Penelitian ini menggunakan paradigma konstruktivitis dengan pendekatan kualitatif dan metode studi kasus. Teknik pengumpulan data dilakukan melalui observasi dan wawancara secara mendalam kepada narasumber. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber yaitu dengan cara participant observation atau peneliti terlibat langsung pada saat observasi dan triangulasi metode yaitu menggunakan 6 (enam) informan yang berbeda untuk mendapatkan keabsahan data. Hasil penelitian ini menjelaskan tahapan personal selling Bimbel Bintang Solusi Mandiri cabang Johar Baru menggunakan 9 tahapan yaitu training, prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, follow-up dan maintain long term relationship serta dalam meningkatkan jumlah siswa. Kata kunci : strategi pemasaran jasa, personal selling
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