PERSONAL BRANDING SALESMAN PT KONIMEX DALAM MEMBENTUK CITRA PERUSAHAAN

ABDALIA, DEWI (2023) PERSONAL BRANDING SALESMAN PT KONIMEX DALAM MEMBENTUK CITRA PERUSAHAAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The company's salesman has a duty as a bridge for the company in communicating products to the public. Salesmen can also assist companies in shaping the company's image in the eyes of the public. As one of the roles of the PT Konimex Salesman in creating positive perceptions to the audience through his personal branding. Therefore the personal branding of PT Konimex salesmen is the main attraction of this research, to examine the series and role of personal branding salesmen of PT Konimex in forming corporate image. The research method used in this research is descriptive qualitative as the analytical tool for this research. The theoretical basis used in this research is the understanding of Public Relations, Image and Personal Branding, and Corporate Image. The paradigm used in this research is Post-positivism which is naturalistic in nature, because researchers want to see events naturally and naturally, with a series of data collection using interviews, field observations, and documentation. The results of this study concluded that; that the personal branding role of PT Konimex Salesman is very influential on the company's image. The success of this personal branding cannot be separated from the role of the sales officer who provides education and company SOPs so that Salesmen can carry out their obligations in accordance with company values. Keywords: Public Relations, Salesmen, Corporate Image, Personal Branding. Salesman perusahaan memiliki tugas sebagai jembatan perusahaan dalam mengkomunikasikan produk kepada khalayak. Salesman juga dapat membantu perusahaan dalam membentuk citra perusahaan di mata khalayak. Seperti salah satunya peran Salesman PT Konimex menciptakan persepsi positif kepada khalayak melalaui personal branding dirinya. Karenanya personal branding Salesman PT Konimex menjadi daya tarik penelitian ini, untuk meneliti rangkaian dan peran personal branding Salesman PT Konimex dalam membentuk Citra perusahaan. Adapun metode penelitian yang digunakan penelitian ini adalah Deskriptif Kualitatif sebagai pisau analisis penelitian ini. Landasan teori yang digunakan penelitian ini adalah pemahaman Public Relations, Citra dan Personal Branding, serta Citra perusahaan. Paradigma yang digunakan penelitian ini adalah Postpositivisme yang bersifat naturalistic, karena peneliti hendak melihat kejadian secara natural dan alamiah, dengan rangkaian penarikan data menggunakan wawancara, observasi lapangan, dan dokumentasi. Adapun hasil penelitian ini menyimpulkan bahwa; bahwa peran personal branding Salesman PT Konimex sangat berpengaruh pada citra perusahaan. Keberhasilan personal branding ini juga tidak lepas dari peran sales officer yang memberikan edukasi dan SOP perusahaan agar Salesman dapat menjalankan kewajibannya sesuai dengan nilai-nilai perusahaan. Kata kunci: Public Relations, Salesman, Citra Perusahaan, Personal Branding

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