EFFENDI, SOFIAN (2022) PERAN KOMUNIKASI ANTARPRIBADI DALAM PERSONAL SELLING UNTUK MEMBANGUN PERSEPSI KON$TJMEN (Studi Kasus Pada Jasa Layanan Internet Milik PT. $Iitra Yisioner Pratama). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The increasing number of internet users and the increasing average internet service users of PT Mitra Visioner Pratama in 2020, researchers want to know how the role of communication between marketing officers and consumers is to reveal how consumers perceive in choosing internet services from the telecommunications company PT Mitra Visioner Pratama in foster consumer perception. The purpose of this study is to describe and analyze the stages of the interpersonal communication process between marketing officers and consumers in an effort to grow consumer perceptions. In this study the author, using Altman & Taylor's theory of social penetration, can be seen into four stages, the introduction orientation stage, the affective exploration exchange stage, the affective exchange stage, and the stable exchange stage. The paradigm of this research is constructivist, using a qualitative approach with a case study method to find out how the role of interpersonal communication between marketing officers and consumers is. This study uses a qualitative approach using the case study method. Data collection techniques from this research are by conducting in- depth interviews, observations, and literature studies. There are eight consumers and two marketing officers as key informants in this study. The results of this study, each stage of the interpersonal communication process between marketing officers and consumers has a different role. At the orientation stage, interpersonal communication has a persuasive role. In the exploratory affective stage, interpersonal communication has a stimulative role. In the Affective Exchange stage, interpersonal communication plays a regulatory role. Furthermore, in the Stable Exchange stage, interpersonal communication plays an integrative role. Keywords: interpersonal communication, relations marketing officer and customer, internet service provider, perception, covid-19 Meningkatnya jumlah pengguna internet dan meningkatnya rata-rata pengguna jasa layanan internet PT Mitra Visioner Pratama pada tahun 2020, peneliti ingin mengetahui bagaimana peran komunikasi antara petugas marketing dan konsumen untuk mengungkap bagaimana persepsi konsumen dalam memilih jasa layanan internet dari perusahaan telekomunikasi P.T Mitra Visioner Pratama dalam menumbuhkan persepsi konsumen. Tujuan dari penelitian ini yaitu untuk menjabarkan dan menganalisis tahapan proses komunikasi antarpribadi petugas marketing dan konsumen dalam upaya menumbuhkan persepsi konsumen. Dalam penelitian ini penulis, menggunakna teori penetrasi sosial Altman & Taylor dapat dilihat ke dalam empat tahapan, tahap orientasi perkenalan, tahap pertukaran penjajakan afektif, tahap pertukaran afektif, serta tahap pertukaran stabil. Paradigma penelitian ini menggunakan konstrutivis, dengan menggunakan pendekatan kualititatif dengan metode studi kasus untuk mengetahui bagaimana peran dari komunikasi antarpribadi antara petugas marketing dengan konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan menggunakan metode studi kasus. Teknik pengumpulan data dari penelitian ini adalah dengan melakukan wawancara mendalam, observasi, dan studi literatur. Terdapat delapan konsumen dan dua petugas marketing sebagai key informan dalam penelitian ini. Hasil dari penelitian ini, Setiap tahapan proses komunikasi antarpribadi petugas marketing dan konsumen memiliki peran yang berbeda-beda. Pada tahap orientasi perkenalan komunikasi antarpribadi memiliki peran persuasif. Pada tahap Afektif Eksploratif, komunikasi antarpribadi memiliki peran stimulatif. Pada tahap Pertukaran Afektif, komunikasi antarpribadi berperan regulatif. Selanjutnya di tahap Pertukaran Stabil, komunikasi antarpribadi berperan integratif. Kata kunci: komunikasi antarpribadi, relasi petugas marketing dan konsumen, layanan internet, persepsi, covid-19
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55219120002 |
| Uncontrolled Keywords: | komunikasi antarpribadi, relasi petugas marketing dan konsumen, layanan internet, persepsi, covid-19, interpersonal communication, relations marketing officer and customer, internet service provider, perception, covid-19 |
| 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: | ORYZA LUVITA |
| Date Deposited: | 16 Apr 2022 04:54 |
| Last Modified: | 16 Apr 2022 04:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59976 |
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