PENERAPAN STRATEGI PERSONAL SELLING DAN SALES PROMOTION DALAM MENDUKUNG REPUTASI MEREK INDOGROSIR

PERMANA, MIKHAEL JATU HENDRA (2023) PENERAPAN STRATEGI PERSONAL SELLING DAN SALES PROMOTION DALAM MENDUKUNG REPUTASI MEREK INDOGROSIR. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

As time goes by, the development of modern retail in Indonesia has become more widespread. This increase is influenced by changes in income and cultural shifts within the society, leading to a higher demand for well-organized and diverse products, along with a comfortable shopping experience free from crowds. Indogrosir serves as a modern shopping center with a distribution format catering to traditional retail and individual consumers' needs. Recognizing the need for an analysis of integrated sales strategy and promotional efforts to enhance the company's reputation, the researcher initiated a study titled "Implementation of Personal Selling and Sales Promotion Strategies in Supporting the Brand Reputation of Indogrosir." This research will involve data collection from the Indogrosir Cikokol store located in Tangerang. The research methodology employed is qualitative with a descriptive approach. The findings of this study reveal that the implementation of personal selling and sales promotion strategies, constituting part of the Integrated Marketing Communication adopted by Indogrosir, has a positive impact in bolstering the company's brand reputation. It was discovered that Indogrosir focuses its marketing efforts on the development of the "Red Member" category, comprising SME traders. The company tailors promotions and services to match the characteristics of each customer group. Distinct promotional programs for each member category help create relevant added value for customers, thus enhancing their loyalty and satisfaction. Furthermore, the responsiveness demonstrated by providing prompt and informative responses to inquiries, feedback, and complaints from customers, both through physical stores and digital channels, also plays a vital role in building a positive reputation. By giving special attention to members, Indogrosir effectively forges a strong emotional bond and cultivates customer loyalty to the brand. Keywords: integrated marketing communication, integrated marketing communication, company reputation, personal selling, sales promotion Seiring berjalannya waktu, perkembangan ritel modern di Indonesia semakin merata. Peningkatan ini dipengaruhi oleh perubahan dalam pendapatan dan budaya masyarakat, yang mengarah pada meningkatnya permintaan akan produkproduk yang beragam, tersusun dengan baik, dan memberikan pengalaman berbelanja yang nyaman tanpa kerumunan. Indogrosir merupakan pusat perbelanjaan modern dengan format distribusi ke pedagang retail/eceran tradisional serta memenuhi kebutuhan sehari-hari. Menyadari bahwa dibutuhkan suatu analisis dari penerapan strategi penjualan personal serta promosi penjualan yang saling terintegrasi untuk meningkatkan reputasi perusahaan, peneliti membuat suatu penelitian yaitu “Penerapan Strategi Personal Selling dan Sales Promotion dalam Mendukung Reputasi Merek Indogrosir”. Dalam penelitian ini, peneliti akan melakukan pengambilan data di toko Indogrosir Cikokol yang terletak di Tangerang. Jenis penelitian yang digunakan yaitu menggunakan metode kualitatif dengan pendekatan deskriptif. Hasil penelitian ini mengungkapkan bahwa penerapan strategi personal selling dan sales promotion yang merupakan bagian dari Integrated Marketing Communication yang diterapkan oleh Indogrosir memiliki dampak positif dalam mendukung reputasi merek perusahaan. Ditemukan bahwa Indogrosir mengarahkan upaya pemasaran pada pengembangan "Member Merah" yang terdiri dari pedagang UMKM, dengan menyediakan promosi dan layanan yang disesuaikan dengan karakteristik masing-masing kelompok pelanggan. Program promosi yang berbeda untuk setiap kategori member membantu menciptakan nilai tambah yang relevan bagi pelanggan, sehingga meningkatkan loyalitas dan kepuasan mereka. Selain itu, responsifitas dalam memberikan respon cepat dan informatif terhadap pertanyaan, masukan, dan komplain dari pelanggan, baik melalui toko langsung maupun layanan digital, juga menjadi faktor penting dalam membangun reputasi positif. Dengan memberikan perhatian khusus kepada member, Indogrosir berhasil menciptakan ikatan emosional yang kuat dan membangun kesetiaan pelanggan terhadap merek. Kata kunci: komunikasi pemasaran terpadu, integrated marketing communication, reputasi perusahaan, personal selling, sales promotion

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