IMPLEMENTASI PERSONAL SELLING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN (Studi Kasus Pada PT Mastersystem Infotama Periode 2022)

RAHAYU, DITA LUCIANA (2024) IMPLEMENTASI PERSONAL SELLING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN (Studi Kasus Pada PT Mastersystem Infotama Periode 2022). S1 thesis, Universitas Mercu Buana - Menteng.

	Text (COVER) 44318110056-Dita Luciana Rahayu-01 Cover - Dita Luciana Rahayu.pdf Download (1MB)
	Text (ABSTRAK) 44318110056-Dita Luciana Rahayu-02 Abstrak - Dita Luciana Rahayu.pdf Download (642kB)
	Text (BAB 1) 44318110056-Dita Luciana Rahayu-03 Bab 1 - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (1MB)
	Text (BAB 2) 44318110056-Dita Luciana Rahayu-04 Bab 2 - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (2MB)
	Text (BAB 3) 44318110056-Dita Luciana Rahayu-05 Bab 3 - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (1MB)
	Text (BAB 4) 44318110056-Dita Luciana Rahayu-06 Bab 4 - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (2MB)
	Text (BAB 5) 44318110056-Dita Luciana Rahayu-07 Bab 5 - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (640kB)
	Text (DAFTAR PUSTAKA) 44318110056-Dita Luciana Rahayu-08-Daftar Pustaka - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (792kB)
	Text (LAMPIRAN) 44318110056-Dita Luciana Rahayu-09-Lampiran - Dita Luciana Rahayu.pdf Restricted to Registered users only Download (1MB)
	Text (LEMBAR KEABSAHAN) 44318110056-Dita Luciana Rahayu-10-Form Pernyataan Keaslian dan Persetujuan Unggah dan Publikasi Tugas Akhir - Dita Luciana Rahayu.pdf Restricted to Repository staff only Download (671kB)

Abstract

Personal selling sebagai kegiatan promosi yang sangat penting untuk dilakukan oleh perusahaan untuk memperkenalkan dan menarik minat konsumen terhadap produk yang ditawarkan secara tatap muka, hal ini digunakan oleh PT Mastersystem Infotama dalam melakukan pemasaran. Penelitian ini mengacu pada tahapan aktivitas personal selling yaitu mencakup proses prospecting and qualifying, pre-approach, presentation and demonstration, handling objection, closing, dan follow-up. Selain itu melibatkan konsep-konsep komunikasi pemasaran, business-to-business, dan loyalitas pelanggan. Metode penelitian yang digunakan adalah metode studi kasus dengan pendekatan kualitatif, dimana tujuannya adalah untuk menganalisis bagaimana Implementasi Personal Selling Sebagai Strategi Komunikasi Pemasaran Dalam Mempertahankan Loyalitas Pelanggan (Studi Kasus Pada PT Mastersystem Infotama Periode 2022). Hasil penelitian menunjukkan bahwa PT Mastersystem Infotama berhasil melaksanakan seluruh tahapan personal selling mulai mencari dan mengkualifikasi prospek, pendekatan, mengatasi keberatan, hingga melakukan follow-up dan evaluasi. Personal selling as a very important promotional activity to be carried out by companies to introduce and attract consumer interest in products offered face to face, it is used by PT Mastersystem Infotama in conducting marketing. This study refers to the stages of personal selling activity, which includes prospecting and qualifying, pre-approach, presentation and demonstration, handling objection, closing, and follow-up. In addition, it involves the concepts of marketing communication, marketing promotion mix, and customer loyalty. The research method used is a case study method with a qualitative approach, the purpose of which is to analyze how the implementation of Personal Selling as a Marketing Communication Strategy in Maintain Customer Loyalty (Case Study On PT Mastersystem Infotama Period 2022). The results of the study showed that PT Mastersystem Infotama successfully carried out all stages of personal selling from searching and qualifying prospects, approaches, overcoming objections, to conducting follow-up and evaluation.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44318110056
Uncontrolled Keywords:	Komunikasi pemasaran, personal selling, loyalitas, teknologi informasi Marketing communication strategy, personal selling, loyalty, information technology
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	SILMI KAFFA MARISKA
Date Deposited:	29 Feb 2024 04:36
Last Modified:	29 Feb 2024 04:36
URI:	http://repository.mercubuana.ac.id/id/eprint/86648

Actions (login required)

View Item