PRASETYANI, INTAN AJI (2022) IMPLEMENTASI PERSONAL SELLING PD. AQUARIUS TEXTILE DALAM BENTUK ADAPTASI KEGIATAN PROMOSI PADA MASA PANDEMI COVID- 19. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Constraints in the implementation of personal selling experienced by PD. Aquarius Textile during the Covid-19 pandemic, namely the limited space for movement because it cannot control products directly in the field and make offers directly to producers. In addition, PD. Aquarius Textile also received several complaints from customers. One of them is that customers cannot come to the company and check goods directly because of the implementation of PPKM (Enforcement of Community Activity Restrictions) during the pandemic. This study aims to determine the implementation of personal selling PD. Aquarius Textile in the form of adaptation of promotional activities during the covid-19 pandemic. The type of research used is qualitative research using research methods that are considered relevant to the research to be carried out, namely descriptive methods. PD. Aquarius Textile also implements a strategy of offering the right price without drastically reducing product prices during the pandemic, as well as improving the quality of services to the maximum. Personal Selling is a topic that is always interesting to discuss, one of the stories because the process always involves a relationship (personal relationship) between the seller, the salesperson, and the buyer. The results of this study indicate PD. Aquarius Textile during the pandemic reduced its personal selling activities only in the form of retail sales by offering and approaching potential customers when consumers came to the store. The intended target market is consumers who come directly to the store and consumers who become resellers. PD. Aquarius Textile continues to use personal selling to be able to find out the desires of consumers directly and compile the right market analysis, as well as maintain good relationships with customers. Whatsapp is used as a medium to support the company's personal selling activities by sending product catalogs to attract consumers' attention to new products. Keyword : Personal Sales, Pd. Aquarius Textile, Promotion During the Covid-19 Pandemic Kendala pelaksanaan personal selling yang dialami oleh PD. Aquarius Textile selama pandemi Covid-19 yaitu terbatasnya ruang gerak karena tidak dapat melakukan kontrol produk secara langsung di lapangan dan melakukan penawaran secara langsung pada produsen. Selain itu, PD. Aquarius Textile juga menerima beberapa keluhan yang disampaikan oleh pelanggan. Salah satunya adalah pelanggan tidak bisa datang ke perusahaan dan cek barang secara langsung karena diterapkannya PPKM (Pemberlakuan Pembatasan Kegiatan Masyarakat) saat masa pandemi. Penelitian ini bertujuan untuk mengetahui implementasi personal selling PD. Aquarius Textile dalam bentuk adaptasi kegiatan promosi pada masa pandemi covid- 19. Jenis penelitian yang digunakan yaitu menggunakan tipe penelitian kualitatif dengan menggunakan metode penelitian yang dianggap relevan dengan penelitian yang akan dilakukan yaitu metode deskriptif. PD. Aquarius Textile juga melakukan strategi pemberian harga yang tepat tanpa menurunkan harga produk secara drastis selama masa pandemi, serta meningkatkan kualitas layanan secara maksimal. Personal Selling menjadi sebuah topik yang selalu menarik untuk dikupas, salah satu alasannya karena dalam prosesnya selalu melibatkan hubungan personal (personal relationship) antara sang penjual, salesperson, dan sang pembeli. Hasil penelitian ini menunjukkan PD. Aquarius Textile selama masa pandemi mengurangi kegiatan personal sellingnya hanya dalam bentuk retail selling dengan melakukan penawaran dan pendekatan kepada calon konsumen saat konsumen mendatangi toko. Target pasar yang dituju adalah konsumen yang datang langsung ke toko dan konsumen yang menjadi reseller. PD. Aquarius Textile tetap menggunakan personal selling untuk dapat mengetahui keinginan dari konsumen secara langsung dan menyusun analisis pasar yang tepat, serta tetap menjaga hubungan baik dengan pelanggan. Whatsapp digunakan sebagai media dalam mendukung kegiatan personal selling perusahaan dengan mengirimkan katalog produk untuk menarik perhatian konsumen terhadap produk-produk baru. Kata Kunci : Personal Selling, Pd. Aquarius Textile, Promosi Pada Masa Pandemi Covid- 19
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