ISKANDAR, RIZKA (2018) PEMODELAN KOMUNIKASI PERSONAL SELLING RAJA AQIQAH MELALUI PENJUALAN JASA HEWAN KURBAN ONLINE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The creativity using internet network is advancing economic progress of Indonesian rapidly. The government has issued policies to support business development and advertising potentials market for e-commerce products. It is utilized by entrepreneurs to develop its products through online media and social media to communicate directly without physical absence. Online business development becomes a great opportunity for many entrepreneurs, one of them is young entrepreneur Andi Nata who has a business unit named Raja Aqiqah. As its services, Raja Aqiqah provides several variants of animal sacrificial are intended for Eid ad-Adha, Aqiqah, and Catering events. This study aims to create a model of personal selling communication Raja Aqiqah through anImal sacrificoal services sales via onlie. Researchers found that the modeling of personal selling communications resulted in an increase in sales of animal sacrificial services using online media in the form of websites and whatsApp. The important point in the modeling of Raja Aqiqah’s personal selling is the interpersonal communication skills possessed by marketers that consist of Openness, Empathy, Support, Positivity, and Equality. The success of Raja Aqiqah's e-commerce online business process found that in the modeling of personal selling communications used by Raja Aqiqah's marketers following the stages which are (Attention) by Prospecting for Customers, (Interest) by Opening the Relationships and qualifying the prospects, (Desire) by Presenting the Sales Messages , and the (Action) by Closing the Sales and Servicing the Account. Refer to the research concluded that communication skill possessed by marketers is supported by Website and WhatsApp that has an important contribution in communication continuity between producer and consumer, and it is also considered as effective and efficient communication media in services interaction process offered by Raja Aqiqah, its becomes a unity in personal selling communications using social media to provide synergies in improving product understanding and animal sacrificial services of Raja Aqiqah services. Keywords: Modeling Communication, Personal Selling, Sacrifice Online, Kreatifitas menggunakan jaringan internet membuat kemajuan ekonomi rakyat Indonesia semakin pesat. Pemerintah telah mendukung dengan memberikan kebijakan untuk mengembangkan usaha dan potensi pasar iklan pada produk e- commerce. Hal ini dimanfaatkan oleh wirausaha untuk mengembangkan produknya melalui media online dan media sosial untuk memudahkan komunikasi secara langsung tanpa kehadiran fisik. Pengembangan usaha secara online menjadi sebuah peluang menjanjikan bagi banyak wirausaha, salah satunya adalah pengusaha muda Andi Nata yang memiliki unit usaha bernama Raja Aqiqah. Adapun pilihan usaha berupa jasa hewan kurban yakni untuk Hari Raya Idul Adha, Aqiqah, dan Catering acara menjadi varian dalam pelayanan jasa yang diberikan. Penelitian ini bertujuan untuk membuat model tentang komunikasi personal selling Raja Aqiqah melalui jasa penjualan hewan kurban online. Peneliti menemukan bahwa pemodelan komunikasi personal selling menghasilkan peningkatan pada penjualan jasa hewan kurban yang menggunakan media online yang berupa Website dan WhatsApp. Hal penting dalam pemodelan komunikasi personal selling Raja Aqiqah adalah pentingnya keahlian komunikasi antar pribadi yang dimiliki oleh tenaga pemasar, yakni Openess, Empathy, Supportiveness, Positiveness, dan Equality. Keberhasilan proses usaha online e- commerce Raja Aqiqah, juga ditemukan dalam pemodelan komunikasi personal selling melalui tahapan yang dibentuk untuk tenaga pemasar Raja Aqiqah, yaitu Perhatian dengan cara Prospecting for Customer, Minat dengan melakukan Opening the Relationship dan Qualifying the Prospect, Hasrat dengan memberikan Presenting the Sales Message, dan Tindakan akhir untuk Closing the Sales serta Servicing the Account. Dari penelitian ini diperoleh kesimpulan bahwa keahlian komunikasi tenaga ahli pemasar yang didukung dengan Website dan WhatsApp memiliki andil penting dalam kelancaran komunikasi antara produsen dengan konsumen, serta dinilai sebagai media komunikasi yang efektif dan efisien dalam proses interaksi penyampaian pesan terhadap produk dan jasa yang ditawarkan Raja Aqiqah, sehingga menjadi satu kesatuan dalam berkomunikasi dengan cara personal selling dengan dibantu media sosial untuk memberikan sinergi dalam peningkatan pemahaman produk serta penjualan jasa hewan kurban Raja Aqiqah. Kata Kunci: Pemodelan Komunikasi, Personal Selling, Hewan Kurban Online
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-18-061 |
| NIM/NIDN Creators: | 55213120042 |
| Uncontrolled Keywords: | Modeling Communication, Personal Selling, Sacrifice Online, Pemodelan Komunikasi, Personal Selling, Hewan Kurban Online, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 23 Mar 2022 06:36 |
| Last Modified: | 21 Jun 2022 02:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58671 |
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