PERMATASARI, SHINTA AYU (2023) IMPLEMENTASI PERSONAL SELLING DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN (Studi Kasus Pada EVA Airways Kargo Jakarta Periode 2022). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Keadaan Covid19 dan isu resesi 2023 membuat keadaan bisnis kargo menjadi tidak menentu, hal ini juga berdampak kepada EVA Airways Cargo sebagai salah satu maskapai internasional yang memiliki jasa angkut kargo via udara. Penelitian ini membahas tentang “Implementasi Personal Selling dalam Mempertahankan Loyalitas Konsumen (Studi Kasus pada EVA Air Cargo Jakarta)” Penelitian ini mengacu pada tahapan aktivitas personal selling yaitu mencakup proses prospecting and qualifying, pre-approach, approach, presentation, handling objections, closing, dan follow-up. Selain itu melibatkan konsep-konsep komunikasi pemasaran, bauran promosi pemasaran Business to Business, dan loyalitas pelanggan. Metode penelitian yang digunakan adalah penelitian kualitatif dengan pendekatan deskriptif, dimana tujuannya adalah untuk mendeskripsikan bagaimana implementasi personal selling di EVA Air Cargo digunakan untuk mempertahankan konsumen. Metode studi kasus digunakan untuk memperoleh data penelitian, melalui wawancara mendalam dengan narasumber, serta studi kepustakaan berupa buku-buku dan dokumen yang relevan dengan penelitian ini. Hasil penelitian menunjukkan bahwa EVA Air Cargo berhasil melaksanakan seluruh tahapan personal selling mulai dari mencari dan mengkualifikasi prospek, pendekatan, mengatasi keberatan, hingga melakukan follow-up dan Evaluasi. Selain itu, EVA Air Cargo juga fokus pada membangun hubungan bisnis jangka panjang dengan konsumen lama, khususnya agent forwarder. Kata Kunci : Strategi komunikasi pemasaran, personal selling, loyalitas, Kargo, Maskapai. The uncertain business environment in 2023 due to the COVID-19 situation and recession issues has significantly impacted the cargo industry, including international carriers like EVA Airways Cargo. This research explores the "Implementation of Personal Selling in Maintaining Customer Loyalty (A Case Study on EVA Air Cargo Jakarta)." This study refers to the stages of personal selling activities, including prospecting and qualifying, pre-approach, approach, presentation, handling objections, closing, and follow-up. It also incorporates marketing communication concepts, Business to Business (B2B) marketing promotion mix, and customer loyalty. The research methodology employed is qualitative research with a descriptive approach. Its purpose is to describe how personal selling is implemented in EVA Air Cargo to retain customers. A case study method is used to gather research data, including in-depth interviews with key informants and a review of relevant literature, including books and documents related to this research. The findings indicate that EVA Air Cargo successfully executes all stages of personal selling, from prospecting and qualifying leads to approaching, addressing objections, and conducting follow-ups and evaluations. Additionally, EVA Air Cargo places a strong emphasis on establishing long-term business relationships with loyal customers, especially freight forwarding agents. Keywords: Marketing communication strategy, personal selling, loyalty, cargo, airline.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320120024 |
| Uncontrolled Keywords: | Kata Kunci : Strategi komunikasi pemasaran, personal selling, loyalitas, Kargo, Maskapai. Keywords: Marketing communication strategy, personal selling, loyalty, cargo, airline. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SITI NOVI NUR CAHYANI |
| Date Deposited: | 09 Sep 2023 06:50 |
| Last Modified: | 09 Sep 2023 06:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80607 |
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