Strategi pemasaran personal selling pada Dreamworld Event Organiser dalam upaya melakukan penjualan = Personal selling as marketing strategy to generate sales at Dreamworld Event Organizer

Laura, Laura (2014) Strategi pemasaran personal selling pada Dreamworld Event Organiser dalam upaya melakukan penjualan = Personal selling as marketing strategy to generate sales at Dreamworld Event Organizer. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan perkembangan zaman dan terbukanya komunikasi, muncul berbagai tren baru di Indonesia. Tren-tren itupun menciptakan peluang baru untuk kemajuan ekonomi dan sosial Indonesia, salah satunya adalah tren event organizer untuk sweet seventeen party. Dalam waktu singkat, berbagai macam event organizer pun mulai bermunculan. Karena itu, dibutuhkan strategi pemasaran yang tepat untuk dapat tetap bertahan di tengah persaingan yang ketat. DreamWorld Event Organizer memilih strategi personal selling dalam menjalankan kegiatan pemasarannya. Penelitian ini akan membahas mengenai penggunaan strategi pemasaran personal selling pada DreamWorld event organizer dalam upayanya melakukan penjualan. Pendekatan penelitian yang digunakan adalah pendekatan kualitatif dengan metode deskriptif. Metode pengumpulan data yang digunakan adalah melalui observasi partisipasi dan wawancara mendalam atau in-depth-interview dengan orang-orang yang terlibat langsung dalam keseluruhan proses kegiatan pemasaran personal selling yang dilakukan oleh DreamWorld Event Organizer. Dalam hasil penelitian, berdasarkan hasil observasi dan wawancara, serta penelaahan menggunakan tinjauan literatur, terbukti bahwa penggunaan strategi personal selling sangatlah tepat dan efektif dalam melakukan penjualan dalam DreamWorld Event Organizer. / In this new globalization era, which the communication system has developed rapidly, there are a lot of new trends arises in Indonesia. The trends itself, brings along new opportunities for economic and social development. One of them is the event organizer that specialized in handling sweet seventeen party. In just short term, there are more and more event organizer and it still counting. So, in order to be able to survive in the middle of this very strict competition, a marketing strategy is needed. DreamWorld Event Organizer has chosen personal selling as their major marketing strategy. This research will discuss and analyze about the uses of personal selling as a marketing strategy in DreamWorld Event Organizer in order to generate sales. The approach used for this research is the qualitative approach with descriptive method. The data collection method being used was participation observation and in-depth-interview with several people that directly engage in personal selling strategy at DreamWorld Event Organizer. For the result of the research, according to the observation and interview result, and also a comparison and analytical overview using the theory, it is proven that the uses of personal selling as a marketing strategy at DreamWorld Event Organizer are effective and efficient.

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