Komunikasi Pemasaran Produk Lensa Essilor melalui Penerapan Penjualan Personal di Kota Bandung

Abstract

Abstract. Marketing communication research, puts the application of personal sales as the object of his research. Because competition for product sales increases, each company must have an advantage in providing product information. The theory on this research based is the theory of social exchange. This theory views interpersonal relationships as a trading transaction where the seller (salesmanship) and the customer communicate that results in getting rewards or benefits from the communication exchange, in order to get a good social exchange, there appear several aspects consisting of functions, criteria, strategies, and steps in making a sales transaction. With these aspects, it makes the salesmanship easy to process the transaction. The method that used in this research is a quantitative research method with a descriptive approach. Respondents selected were some of the customers of Essilor lens products in Bandung, there are 84 people by using incidental sampling techniques, interviews and also by observation. The results of this study indicate that the personal sales function of Essilor's lens product sales is very strong with a percentage of 85.1%, the criteria of personal sales force for salesmenship of Essilor lens products are very strong with an acquisition of 84.4%, strategy Personal sales of Essilor's lens product sales are very strong with 85.8% percentage acquisition, and the last steps in making sales transactions at Essilor's lens product sales are also very strong with a percentage of 84.3%.

 Keywords: Marketing Communication, Personal

 

Abstrak. Penelitian komunikasi pemasaran, menempatkan penerapan penjualan personal sebagai objek penelitiannya. Karena persaingan penjualan produk meningkat, setiap perusahaan harus memiliki keunggulan dalam memberikan informasi produk.Teori yang menjadi landasan dalam penelitian ini ialah teori pertukaran sosial ( theory social exchange ). Metode yang digunakan yaitu metode penelitian kuantitaif dengan pendekatan deskriptif. Responden yang dipilih adalah pelanggan produk lensa Essilor di Bandung sebanyak 84 orang dengan menggunakan teknik sampling incidental, wawancara dengan beberapa responden dan observasi. Adapun hasil dari penelitian ini menunjukan bahwa fungsi penjualan personal yang sangat kuat memiliki persentase 85,1%, kriteria tenaga penjualan personal pada penjual (salesmanship) produk lensa Essilor yang sangat kuat memperoleh persentase 84,4%, strategi penjualan personal pada penjualan produk lensa Essilor yang sangat kuat memperoleh persentase 85,8%, dan yang terakhir langkah-langkah dalam melakukan transaksi penjualan pada penjualan produk lensa Essilor yang sangat kuat memperoleh persentase 84,3%.

 Kata Kunci : Komunikasi Pemasaran , Penjualan Personal