Komunikasi Personal Selling pada Pemasaran Kerupuk Sidoarjo di Kolaka Sulawesi Tenggara
DOI:
https://doi.org/10.54259/mukasi.v3i4.3236Keywords:
Personal Selling Communication, MarketingAbstract
This study aims to determine how much the role of personal selling in improving marketing performance in the midst of increasingly fierce competition in the Sidoarjo cracker industry marketing in Kolaka, Southeast Sulawesi. In this research, the method used is descriptive qualitative. With data collection techniques, namely: interview, observation, questionnaire and documentation. The data obtained were analyzed descriptively with data reduction, data presentation and conclusion drawing. The results found that employees at the Sidoarjo cracker distributor company in Kolaka have excellent perosnal selling communication competencies. They are able to convey and explain products clearly, offer products to customers with the right approach, and demonstrate active listening skills to customer complaints and needs. In addition, they are also proficient in responding to customer queries and complaints in a professional manner. Employees are also able to maintain effective communication during the sales process, which in turn makes potential buyers feel confident to buy the products offered. On the other hand, there are barriers in personal selling communication in Sidoarjo crackers marketing in Kolaka, Southeast Sulawesi, namely lack of product knowledge, cultural and language differences, resistance to new products, competition with local products, negative views of consumers who consider personal selling as a nuisance, and higher operational costs compared to other marketing methods.
Downloads
References
Arikunto, Suharsini. 2006. Prosedur Penelitian, Suatu Pendekatan Praktik. Jakarta: PT Rineka Cipta
Azwar, S. 2010. Metode Penelitian. Cetakan ke-10. Yoyakarta: Pustaka Pelajar. 2010b. Penyusunan Skala Psikologi. Cetakan ke- 10. Yoyakarta: Pustaka Pelajar.
Bungin, B. 2011. Penelitian Kualitatif, Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial Lainnya. Jakarta: Kencana Prenadamedia Grup.
Buchari, Alma. Manajemen Pemasaran & Pemasaran Jasa CV. Alfabeta. 2007: Bandung.
Cangara H. Hafid. (2012). Pengantar Ilmu Komunikasi. Jakarta: PT. Raja Grafindo Persada.
Effendy, O. U., 2011. Ilmu Komunikasi: Teori dan Prakteknya. Bandung: Remaja Rosdakarya
Hadi, D. F., Zakiah, K., & Bandung, I. 2021. Strategi Digital Marketing Bagi UMKM (Usaha Mikro Kecil dan Menengah) Untuk Bersaing di Era Pandemi. COMPETITIVE. http://ejurnal.poltekpos.ac.id/index.php/ competitive%7C32
Hermawan, Agus. (2012). Komunikasi Pemasaran. Malang: Erlangga. Kotler&Keller. (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.
Humanika Lovelock, Wirtz. 2011. Services Marketing (People, Technology, Strategy). Pearson Education Limited. England
Kotler, P., & Armstrong, G. 2018. Principles of Marketing (17th Global Edition). Pearson Education Limited.
Kotler, P., & Keller, K. L. 2012. Marketing Management (14th ed). Prentice Hall.
Kotler, P., & Keller, K. L. 2016. A Framework for Marketing Management (6th, Global ed). Pearson Education Limited.
Krisyntono, Rachmat 2008. Teknik Praktis Riset Komunikasi. Kencana Prenada Media Group: Jakarta.
Littlejohn Stephen W, 2011, Teori Komunikasi, Theoris of Human Communication, Jakarta: Salemba.
Machfoedz, M. 2010. Komunikasi Pemasaran. Yogyakarta: Cakra Ilmu.
Milles, M. B. and Huberman, M. A. 1994. Qualitative Data Analysis (Edition 3). London: Sage Publication Moleong, L. J. 2010. Metode Penelitian Kualitatif. Bandung: Remaja Rosda Karya.
Morissan, M. A. 2010. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenadamedia Grup.
Moeleong, Lexy J. 2007. Metode Penelitian Kualitatif. PT. Remaja Rosda karya: Bandung.
Neuman, W. Lawrence. 2016.Metodologi Penelitian Sosial: Pendekatan Kualitatif dan Kuantitatif. Jakarta: PT. Indeks.
Philip Kotler & Gary Armstrong.2010. Prinsip-perinsip Pemasaran. MIM. Acedemy coursebook .
Shimp, A. Terence. 2000. Periklanan dan Promosi. Jakarta:Erlangga Suhandang, Kustadi. 2004. Public Relations Perusahaan. Bandung: Nuansa.
Shimp, Terence A. 2010. Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu : Erlangga : Jakarta
Susanto, Rofian Dedi. 2022. LUGAS Jurnal Komunikasi. Proses Personal Selling dalam Pemasaran KPR BCA. Vol 4 no.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dahlia Dahlia, Hadiati Hadiati, Abdul Samad

This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).