CD Skripsi

Strategi Komunikasi Persuasif Pt. Jasaraharja Putera Cabang Pekanbaru Dalam Kegiatan Personal Selling

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Insurance is a product or service that is visible and there is no clarity of goods, therefore general public does not trust the insurance with a variety of things, such as a lack of confidence in the insurance, especially the old and procedures that are considered difficult to process a claim if a loss, and high rate. PT. Jasaraharja Putera branch Pekanbaru do selling with face to face (personal selling) with aim to explain about the products offered. The purpose of this study was to determine the approach persuasive communication strategies PT. Jasaraharja Putera branch Pekanbaru in personal selling activities and know the techniques of persuasive communication PT. Jasaraharja Putera branch Pekanbaru in personal selling activities.
Research using qualitative descriptive study based on primary data sources and secondary data and using data collection techniques of observation, interviews and documentation, with the informant who has been determined as 14 people are marketers and customers in PT. Jasaraharja Putera branch Pekanbaru by using purposive sampling, data analysis techniques using interactive data analysis model of Miles and Huberman by collecting the data obtained is then processed to be reduced, served to produce a general conclusion.
The results showed that PT. Jasaraharja Putera branch of Pekanbaru in improving the customer on general insurance products using a strategy of persuasive communication by way of direct sales (personal selling) where marketers approac “the strategy of psychodynamics” is a strategy that focuses on emotional factors and cognitive factors with the message of persuasion, “strategies persuasive cultural social” is changing behavior customers who are affected by outside individuals or from consensus (a big boost), and “the strategy of the meaning constraction” is a persuasion by giving knowledge to customers through mass media. The techniques of persuasive communication by way of personal selling is done marketers to improve customer, using the technique of “the yes-response technique” is a technique in which marketers persuade its customers to respond to the statement that the prospective customer to answer "yes", “don't ask if, ask which” is a way to provide a variety of offerings to prospective customers, and “reassurance” is marketers are psychological relationships with prospective customers.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.116 (0173)

Penerbit

Pekanbaru : Universitas Riau - FISIP - Ilmu Komunikasi., 2016

Deskripsi Fisik

ix, 81 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.116 (0173)

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

Dewa

Versi lain/terkait

Lampiran Berkas

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