STRATEGI KOMUNIKASI KORPORASI DALAM MENINGKATKAN PENJUALAN EVENT SPACE DI ICE BSD (PERIODE APRIL 2025 - APRIL 2026)

PURI, FRANSISCA STELA SEKAR (2026) STRATEGI KOMUNIKASI KORPORASI DALAM MENINGKATKAN PENJUALAN EVENT SPACE DI ICE BSD (PERIODE APRIL 2025 - APRIL 2026). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study analyzes the corporate communication strategy of the Assistant Director of Sales (ADOS ) at Indonesia Convention Exhibition (ICE) BSD in the process of selling event space. The main focus of this study is to examine how and why this communication strategy is implemented to build business relationships and drive clients’ purchasing decisions. Using a qualitative approach and Robert K. Yin’s descriptive case study method, and using the RACE model (Research, Action, Communication, Evaluation) as an analytical framework, this study explores sales communication practices through in-depth interviews with two Assistant Directors of Sales as key informants, one Senior Sales Manager as a supporting informant, and one institutional client. The findings show that ICE BSD’s ADOS builds a sales strategy grounded in market intelligence, which is translated into long-term relationshiporiented personal selling by rapidly adapting interpersonal communication styles to clients’ characters and cultural backgrounds, a practice the informants refer to as “switching the mood.” In the negotiation process, the ADOS acts as a boundary spanner who balances client interests with management policy. This strategy is supported by a collaborative corporate communication culture as well as formal and informal customer relationship management practices, which together build long-term client trust and loyalty. This study concludes that the success of event space sales depends on the combination of individual interpersonal competence and the organization’s overall corporate communication support system. Keywords: Corporate Communication, RACE Model, Personal Selling, Customer Relationship Management, Event space Sales Penelitian ini menganalisis strategi komunikasi korporasi Assistant Director of Sales (ADOS ) Indonesia Convention Exhibition (ICE) BSD dalam proses penjualan event space. Fokus utama penelitian ini adalah untuk membedah bagaimana dan mengapa strategi komunikasi tersebut dijalankan dalam membangun hubungan bisnis dan mendorong keputusan pembelian klien. Dengan menggunakan pendekatan kualitatif dan metode studi kasus deskriptif Robert K. Yin, serta menggunakan model RACE (Research, Action, Communication, Evaluation) sebagai kerangka analitis, penelitian ini mengeksplorasi praktik komunikasi penjualan melalui wawancara mendalam terhadap dua ADOS sebagai informan kunci, satu Senior Sales Manager (SSM) sebagai informan pendukung, dan satu klien institusional. Hasil penelitian menunjukkan bahwa ADOS ICE BSD membangun strategi penjualan berbasis intelijen pasar yang diterjemahkan menjadi personal selling yang berorientasi pada hubungan jangka panjang, dengan mengadaptasi gaya komunikasi interpersonal secara cepat sesuai karakter dan latar belakang budaya klien. Dalam proses negosiasi, ADOS berperan sebagai boundary spanner yang menyeimbangkan kepentingan klien dan kebijakan manajemen. Strategi ini ditopang oleh budaya komunikasi korporat yang kolaboratif serta praktik customer relationship management formal dan informal, yang secara bersama membentuk kepercayaan dan loyalitas klien jangka panjang. Studi ini menyimpulkan bahwa keberhasilan penjualan event space bergantung pada perpaduan antara kompetensi interpersonal individual dan sistem dukungan komunikasi korporat organisasi secara menyeluruh. Kata kunci: Komunikasi Korporasi, Model RACE, Personal Selling, Customer Relationship Management, Penjualan Event space

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55224110048
Uncontrolled Keywords:	Komunikasi Korporasi, Model RACE, Personal Selling, Customer Relationship Management, Penjualan Event space
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus > 011.37 Visual and Audio Visual Media/Media Visual dan Audio Visual 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	khalimah
Date Deposited:	05 Sep 2026 04:27
Last Modified:	05 Sep 2026 04:27
URI:	http://repository.mercubuana.ac.id/id/eprint/103659

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