Krisnaputri, Astria Yudha (2018) Strategi personal selling pt family members group Indonesia dalam pemasaran produk parfum Federico Mahora = the strategy of personal selling applied by pt family members group Indonesia in selling parfume by Federico Mahora. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The increasing welfare of Indonesia’s society in today’s era of globalization greatly affects the lifestyle of certain social groups, the purchasing power has increased and positively impacts the business sector by pushing new innovations in order to develop their business. One of the businesses that are part of the lifestyle of today’s society is the perfume business. Using perfume is a daily need or luxury in most of the community, the higher the number of Indonesia’s population and the higher the people's purchasing power, the higher is the level of perfume sales in Indonesia. One company that enjoys rising sales of perfume in Indonesia is PT. Family Members Group Indonesia in marketing the perfume products by Federica Mahora. By implementing the marketing strategy of personal selling, PT Family Members Group Indonesia could capture this business opportunity and furthermore increase their sales figures. This research method is based on a qualitative approach to explain how the personal selling process is done effectively with focusing on the impact towards costumers and not giving priority to quantitative sales results. The data is collected with library and also communication techniques, by interviewing business actors related to the company, which are competent parties in the field of personal selling. Vision and mission of PT. Family Members Group Indonesia is developing the perfume business as explained and in line with this research. Therefore, the author conducted the research by implementing the strategy of personal selling, and has been able to prove that the strategy of personal selling is not merely selling the product to perfume users, but is also duplicating the distribution model of Multi-Level Marketing (MLM) on the perfume business of Federico Mahora and thereby can be joint by other parties who want to become business partners of PT. Family Members Group Indonesia./ Peningkatan kesejahteraan masyarakat Indonesia di era globalisasi saat ini sangat mempengaruhi gaya hidup pada kalangan sosial masyarakat tertentu, daya beli masyarakat mengalami peningkatan dan memberikan respon positif pada kalangan usaha untuk melakukan inovasi bagi pengembangan bisnis. Salah satu usaha yang menjadi bagian gaya hidup masyarakat adalah bisnis parfum. Pemakaian parfum pada sebagian besar masyarakat adalah kebutuhan, semakin bertambahnya jumlah penduduk Indonesia dan semakin tinggi kemampuan daya beli masyarakat, semakin tinggi pula tingkat penjualan parfum di Indonesia. Salah satu perusahaan yang menikmati peningkatan penjualan parfum di Indonesia adalah PT. Family Members Group Indonesia dalam memasarkan produk parfum Federica Mahora, dalam menangkap peluang usaha yang dilakukan perusahaan ini sehingga mengalami peningkatan penjualan adalah dengan strategi pemasaran personal selling. Metode penelitian ini menggunakan pendekatan kualitatif untuk menerangkan bagaimana proses personal selling dilakukan agar efektif dengan dampaknya kepada konsumen dan tidak mementingkan hasil penjualan secara kuantitatif. Pengumpulan data dilakukan dengan teknik kepustakaan dan juga teknik komunikasi, yaitu mewawancarai para pelaku usaha yang berkaitan dengan perusahaan tersebut, yaitu narasumber, dan pihak-pihak yang berkompetensi dalam bidang personal selling. Visi dan misi PT. Family Members Group Indonesia dalam mengembangkan bisnis parfum di Indonesia sejalan dengan penelitian ini, dimana dalam melakukan penelitian, penulis melakukan praktek menerapkan strategi personal selling, telah mampu membuktikan bahwa strategi personal selling tidak semata-mata melakukan penjualan produk kepada pengguna parfum, tetapi juga dapat menduplikasikan model bisnis Multi-Level Marketing (MLM) pada bisnis parfum Federico mahora kepada pihak-pihak lain yang ingin menjadi mitra bisnis PT. Family Members Group Indonesia.
Item Type: | Thesis (Bachelor) | ||||||||
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Additional Information: | SK 41-13 KRI s ; 31001000020298 | ||||||||
Uncontrolled Keywords: | Personal Selling; Parfume; Bussines Partners; Parfum; Mitra Bisnis | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
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 |
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Depositing User: | Mr Samuel Noya | ||||||||
Date Deposited: | 18 Oct 2019 05:27 | ||||||||
Last Modified: | 04 Jun 2024 09:47 | ||||||||
URI: | http://repository.uph.edu/id/eprint/4789 |
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