Penerapan Direct Marketing dan Personal Selling di Ray White Priority Menteng Bintaro = Implementation of Direct and Personal Selling in Ray White Priority Menteng Bintaro

Sutanto, Jefta (2013) Penerapan Direct Marketing dan Personal Selling di Ray White Priority Menteng Bintaro = Implementation of Direct and Personal Selling in Ray White Priority Menteng Bintaro. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri properti bidang perumahan dan properti komersial terus berkembang pesat dan terproyeksi dari kinerja industri yang meningkat sebesar 12% pada semester pertama dan 13% pada semester kedua tahun 2012. Prospek industri ini menyebabkan bisnis properti menjadi sangat menjanjikan sehingga banyak diminati. Salah satu pemain pada industri ini adalah Ray White Priority Menteng Bintaro yang berperan sebagai agen properti modern yang menangani proses penjualan, pembelian, dan penyewaan properti. Usaha yang dilakukan oleh Ray White Priority Menteng Bintaro bergantung pada komunikasi yang dilakukan perusahaan agar dapat mempersuasi klien dan menciptakan revenue bagi perusahaan. Selama kegiatan magang berlangsung, Penulis terlibat langsung dalam kegiatan marketing communication perusahaan yang berfokus pada aktifitas direct marketing dan personal selling, serta sales promotion sebagai pendukung. Penulis menyimpulkan bahwa intergasi antara direct marketing dan personal selling merupakan strategi yang tepat, karena diperlukan adanya penyampaian informasi yang mendetail dan komunikasi dua arah antara klien dan Marketing Executive dalam pembelian produk bernilai tinggi seperti properti. Saran yang dapat diberikan adalah agar perusahaan memastikan bahwa Marketing Executive tidak bekerja secara pasif dan benar-benar menjalankan proses kegiatan direct marketing dan personal selling dengan baik. Selain itu juga diperlukan pembangunan sikap proaktif dalam melayani dan mengupayakan terjadinya relasi jangka panjang dengan klien. / The industry of property in residental and commercial sector continues to grow rapidly, shown by the increase in industry performance by 12% on the first half and 13% on the second half in 2012. This prospect has made property business became so promising for industry players. One of the existing player in this industry is Ray White Priority Menteng Bintaro, a modern property agent that manages the process of selling, purchasing, and renting properties. The effectiveness of Ray White Priority Menteng Bintaro’s performance as an agent relies on how the company communicates to persuade and convince its clients, whom become sources of revenue for the company. During the internship process, the Author directly involved in company’s marketing communication that emphasized on direct marketing and personal selling activities, including sales promotion as an addition. The Author concluded that the strategy of combining direct marketing and personal selling is accurate, because detail information in direct two-way communication between the client and Marketing Executive are particularly needed in the transaction process of highly valuable products such as property. The Author suggests that companies ensure that the Marketing Executives do not work passively and actually do direct marketing and personal selling actively. The development of a proactive behavior in serving and seeking the long-term relationships with clients is also highly necessary

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sutanto, JeftaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Direct Marketing ; Personal Selling
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:39
Last Modified: 21 Jul 2020 08:51
URI: http://repository.uph.edu/id/eprint/1334

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