AKTIVITAS PERSONAL SELLING ACCOUNT EXECUTIVE KOMPAS TV DALAM MENINGKATKAN PEMASANGAN IKLAN PERIODE MARET - MEI 2020

ANNISSA, ANNISSA (2020) AKTIVITAS PERSONAL SELLING ACCOUNT EXECUTIVE KOMPAS TV DALAM MENINGKATKAN PEMASANGAN IKLAN PERIODE MARET - MEI 2020. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Television is one of the media that has a function as a means of information, education, and entertainment for the community. The growth of the television station has caused quite fierce competition in the field of similar media and other types such as internet media. Spending on advertising in 2019 increased, and television advertising still dominated even though the increase slowed from the previous year. In Q1 2020 ad spending has decreased due to pandemic corruption, a shift from conventional media to new media which is considered the most accessible to the public. Answering the background of the problem by focusing on the personal selling account activities of Kompas TV's executive, which aims to find out what personal selling activities are carried out. This study uses the core theory of 6 stages of the personal selling activities of Philip Kotler and Keller, the paradigm used is constructivism with the case study research method. Based on the results of the study, this study discusses that Kompas TV salespersons perform 6 stages of personal selling activities in the sales process even though the implementation is not detailed and sequential. Kompas TV's personal selling account executive strategy can be found in stage 3, which is during demonstrations and stage 5 when closing and closing deals. In conclusion, the personal selling activities of Kompas TV found a strategy to increase advertising by selling convergence of other units of the Kompas Gramedia Group media. Keywords: Activity, Personal Selling, Media Convergence Televisi merupakan salah satu media yang memiliki fungsi sebagai sarana informasi, edukasi, dan hiburan bagi masyarakat, Pertumbuhan stasiun televisi tersebut menimbulkan persaingan yang cukup ketat di bidang media sejenis dan jenis lain contohnya seperti media internet. Belanja iklan tahun 2019 meningkat, dan iklan televisi masih mendominasi walaupun peningkatan melambat dari tahun sebelumnya. Di Q1 2020 belanja iklan mengalami penurunan dikarenakan terjadi dirupsi oleh pandemic, terjadi pergeseran dari media konvensional ke media baru yang di anggap paling banyak diakses masyarakat. Menjawab latar belakang masalah tersebut dengan memfokuskan bagaimana aktifitas personal selling account executive Kompas TV, yang bertujuan untuk mengetahui aktifitas personal selling apa yang dilakukan. Penelitian ini menggunakan teori inti 6 tahap aktivitas personal selling Philip kotler and keller, paradigm yang digunakan adalah konstruktivisme dengan metode penelitian studi kasus . Berdasarkan hasil penelitian , penelitian ini membahas bahwa salesperson Kompas TV melakukan 6 tahap aktifitas personal selling dalam melakukan proses penjualan meskipun dalam pelaksanaannya tidak terperinci dan berurutan. Strategi personal selling account executive Kompas TV dapat ditemui di tahap 3 yaitu pada saat demonstrasi dan tahap 5 saat melakukan penutupan dan closing deal. Kesimpulannya dalam aktifitas personal selling sales kompas tv menemukan strategi untuk meningkatkan pemasangan iklan dengan melakukan penjualan konvergensi media unit lain Kompas Gramedia Group. Kata Kunci : Aktifitas, Personal Selling, Konvergensi Media

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