Strategi personal selling dalam konteks pemasaran business to business PT. Scientex Indonesia pada konsumen di Jakarta = Personal selling strategies in the context of business to business marketing PT. Scientex Indonesia on consumers in Jakarta

Limanto, Victoria (2014) Strategi personal selling dalam konteks pemasaran business to business PT. Scientex Indonesia pada konsumen di Jakarta = Personal selling strategies in the context of business to business marketing PT. Scientex Indonesia on consumers in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan bertambahnya pertumbuhan ekonomi Indonesia dimana sektor industri memberikan kontribusi terbesar yang membuat semakin ketatnya persaingan di bidang industri ini dan berdampak pada perusahaan yang bergerak di bidang industri, termasuk PT. Scientex Indonesia untuk terus berupaya memenuhi kebutuhan dan keinginan dari pelanggan. Strategi promosi yang dilakukan berkaitan dengan promosi business to business dengan menggunakan personal selling dimana pembeli akan memproses kembali produk yang sudah dibeli atau dijual langsung ke konsumen akhir. Dengan menjaga konsistensi kualitas produk dan servis, maka diharapkan konsumen akan menjadi loyal. Agar hal tersebut dapat terjadi, dibutuhkan langkah-langkah strategis yang tepat guna, konsisten, serta berkelanjutan. Metode yang digunakan oleh Peneliti adalah metode deskriptif dengan pendekatan kualitatif. Dalam mengumpulkan data yang diperlukan dalam penelitian, Peneliti menggunakan beberapa teknik diantaranya melalui wawancara mendalam, studi kepustakaan, dan studi dokumentasi. Data-data tersebut kemudian dikumpulkan, dikelompokkan, serta diuji keabsahannya sebelum pada akhirnya dianalisis. Hasil penelitian menunjukkan bahwa PT. Scientex Indonesia menggunakan personal selling dalam memasarkan produknya karena dianggap paling efektif, yang mengacu kepada loyalitas pelanggan, dimana pelanggan menjadi loyal dikarenakan konsistensi kualitas produk dan servis yang baik. / The increasing economic growth in Indonesia where the industrial sector is the largest contributor, increases competition in industrial sector. This impact industrial firms, including PT. Scientex Indonesia to always try to satisfied customers’ need and desires. Promotion strategies related to the promotion of business of business by using personal selling, which the purchaser will reproduce or just sold directly to the end customer. By keeping the consistency of product quality and service, it is expected that consumers will be loyal the the product. To make it happen, it takes strategic steps that appropriate are consistent and sustainable. The method used by the researcher is descriptive method with qualitative approach. In collecting necessary data, the researcher used several techniques such as in-depth interview, literature study and documentation. Collected data will be grouped and checked for its validity before analysis. The results showed that PT. Scientex Indonesia used personal selling in selling their products because it is considered as the most effective, leading customer loyalty, because of the consistent quality of product and good service.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Limanto, VictoriaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Promotional Strategy ; Personal Selling ; Business to Business
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 Tina Fori Desiani M.
Date Deposited: 16 Oct 2018 07:54
Last Modified: 16 Oct 2018 07:54
URI: http://repository.uph.edu/id/eprint/1644

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