CD Skripsi

Personal Selling Sebagai Komunikasi Pemasaran Produk Starbucks Mall Ska Pekanbaru Dalam Membentuk Loyalitas Pelanggan

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Personal selling is direct communication (face-to-face) between a seller and
a prospective customer to introduce a product to a potential customer and make
them understand the product so that they will try and buy it. Starbucks Mall SKA
Pekanbaru is one of the companies in Pekanbaru City that use salespeople to
support the marketing of their products to build customer loyalty.The research aims
to knowthe steps to implement the personal selling program by Starbucks Mall
SKA Pekanbaru as a marketing communications for their products to form
customer loyalty and to know evaluation of the steps to implement personal
selling by Starbucks Mall SKA Pekanbaruto form customer loyalty.
This research uses descriptive qualitative research methods. The research
subjects here consisted of five people who were taken based on purposive
technique, where each subjects has a direct connection with personal selling as a
marketing communicationfor Starbucks Mall SKA Pekanbaru products to build
customer loyalty. The data collection techniques used interviews, observation and
documentation. The data analysis used interaction model from Miles and
Huberman. The validity of the data technique in this study the authors used source
triangulation techniques.
The results of this study indicate that the steps to implement the personal
selling program by Starbucks Mall SKA Pekanbaru as a marketing
communications for their products to form customer loyalty are: prospecting,
approaching, presentation and demonstration, handling objections, and closing
sales. Evaluation of the steps to implement personal selling by Starbucks Mall
SKA Pekanbaru is carried out every day at the briefing. The evaluation aims to
identify the baristas' shortcomings and mistakes when carrying out personal
selling programs so that in the future the baristas' performance can be corrected
and improved. Baristas' performance when carrying out personal selling is
considered good and live up to expectations, seen from the views of the manager
and customers of Starbucks Mall SKA Pekanbaru who have participated in the
personal selling program.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.121 (0009)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

x, 82 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.121 (0009)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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