Personal Selling Research Articles

ANALISIS USAHA BUBUK KOPI MAK AMBIK DI KECAMATAN GUNUANG OMEH KABUPATEN LIMA PULUH KOTA SUMATERA BARAT (Analysis Of Mak Ambik Coffee Powder Business In Gunuang Omeh District Lima Puluh Kota West Sumatera)

This study aims to describe the profile of the Mak Ambik coffee powder business in Gunuang Omeh District and to analyze the business conditions from the operational, marketing and financial aspects as well as knowing the business profits. This research uses a descriptive method with the type of case study research and financial calculations using the variable costing method. The data used are primary data and secondary data. Data collection was carried out by means of direct interviews with the head of the Mak Ambik coffee powder processing business, as well as literature related to research. This research was conducted on August 1, 2022 to August 31, 2022. The results showed that Mak Ambik's coffee powder business, seen from the human resource aspect, Mak Ambik's coffee powder business has 5 workers, seen from the marketing aspect of the Mak Ambik coffee powder business, price by calculating the capital that has been issued, promotion is done by way of personal selling and sales promotion. On the financial aspect, the initial capital of this business is Rp. 15,000,000 taken from personal funds, this business still keeps financial records manually and simply. During the study period, the business earned a profit of Rp. 9,466,410 with a percentage of 14.8%. This shows that this business has achieved profits from its business.

Innovation, advertising, personal selling, and sustainability in the industries massively benefited from major public health emergencies: paradoxical evidence from China.

While major public health emergencies have severe socio-economic impacts, they may also present many opportunities for certain industries. For these industries that have benefited significantly (e.g., China' s healthcare industry), the traditional emphasis on improving business performance through increased investment in innovation, marketing and sustainability may face contextual applicability challenges. We used the data of healthcare industry in China during Covid-19 and the methods of hierarchical regression, moderating effect test to analyze the impact of innovation, advertising, personal selling, and sustainability on healthcare firms' profitability. Three kinds of robust test including increasing the measurement range of variables, changing the data source and parameter estimation method, and Quantile regression are used. This paper finds that innovation, advertising, and environmental sustainability have significant negative impacts on profitability, while personal selling, social sustainability, and governance sustainability have significant positive impacts on profitability in the industries massively benefited from major public health emergencies. Besides, social sustainability can significantly moderate the relationship between innovation and profitability. On one hand, for companies in industries that have benefited greatly from major public health emergencies, a shift in resource allocation from innovation, advertising, and environmental sustainability to personal selling, social sustainability, and governance sustainability may be more conducive to improving their profitability. On the other hand, for public health regulatory authorities, it is necessary to strengthen the supervision of sales representatives of health care enterprises, hospitals, public health organizations, etc., and appropriately subsidize the innovation of enterprises to enhance their innovation motivation.

Marketing Communication Strategies in Increasing the Number of Visitors to Karaoke Night Bernyanyi Bermasa

People's need for night entertainment is no longer a new thing, especially for the city of Makassar. Night entertainment has now become a necessity for the young to the old to be one of the entertainments in the midst of busy activities. As time goes by, nightlife venues are now being enlivened with karaoke nights. Singing various genres of music together guided by a lead that has its own charm for visitors. The background of this study aims to determine how the form of marketing communication strategy of Karaoke Night Bernyanyi Bermasa in increasing the number of visitors and what factors support the marketing communication strategy in increasing the number of visitors to karaoke Night Bernyanyi Bermasa. This research will use purposive sampling technique, this technique includes based on the object. Where the population that meets the criteria is not sampled. Informants in this study amounted to 5 people consisting of 1 founder of Masa Kreatif, 1 employee of Teratas Bar, and 3 visitors to Bernyanyi Bermasa. The marketing strategy carried out at Bernyanyi Bermasa karaoke night in increasing the number of visitors through advertising, sales promotion, personal selling, publicity, direct marketing. From the marketing communication strategy carried out by Bernyanyi Bermasa karaoke night, it has not been maximized. Bernyanyi Bermasa has employees with diverse backgrounds in terms of social environment and age, strategic location with complete facilities and facilities as supporting factors. The inhibiting factor of marketing communication strategy at karaoke night Bernyanyi Bermasa is the lack of advertising and promotion.

Strategi Komunikasi Pemasaran TATV Untuk Meningkatkan Jumlah Pengiklan

The television industry places itself in business competition to obtain commercial benefits for the company’s sustainability. The reduced number of television viewers has an impact on declining advertising revenue. To meet sales targets, companies must carry out various appropriate strategies to attract advertisers to buy the company’s products, namely through advertising. TATV has implemented various strategies but has not been able to increase significantly. This study aims to find out and describe how the marketing communication strategy is carried out by TATV to increase the number of advertisers. This research uses descriptive qualitative research with the case study method. Data collection techniques used are interviews, observation, and documentation. The results of this study indicate that the five marketing mixes, such as advertising, sales promotion, public relations, personal selling, and direct marketing, ara important to increase TATV sales. Of the 5 most frequently used marketing activities, personal selling is face to face selling or face to face with clients and online via WhatsApp and email. This is because it makes it easier for clients to be able to provide immediate feedback and frequent dealing or buying occurs.

Integrated Marketing Communication on Visiting Decisions at the Festival Teluk Jailolo, West Halmahera North Maluku

The promotion mix activities carried out by the West Halmahera Regency Tourism Office were carried out to attract attention so that tourists would come to visit the Festival Teluk Jailolo, West Halmahera Regency. This study was conducted to know and analyze the influence of integrated marketing communications proxied with variables advertising, public relations, personal selling, direct marketing, and interactive marketing on the decision to visit the Festival Teluk Jailolo, West Halmahera Regency. This research is a type of survey research by taking a sample of tourists who visit the Festival Teluk Jailolo held annually by the local government of West Halmahera Regency. The samples in this study were tourists who were or had visited the Festival Teluk Jailolo which was taken by a simple random sampling method with a total of 96 respondents. Data collection techniques using questionnaires and analysis methods used using multiple linear regression analysis with the help of the smart PLS program. The results showed that the variables of advertising, personal selling, and direct marketing had a positive and significant effect on the decision to visit the Festival Teluk Jailolo while the variables of public relations and interactive marketing did not affect the decision to visit the Festival Teluk Jailolo.

AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.

COPYRIGHT PROTECTION AS AN EFFORT TO INCREASE BRAND PREFERENCE FOR RABBANI ORIGINAL PRODUCTS USING SWOT ANALYSIS

The purpose of this study is to determine strategies to increase brand preference for authentic Rabbani products through SWOT analysis. In determining the marketing strategy it is necessary to know the strengths, weaknesses, opportunities, and threats. The design used in this research is descriptive qualitative. The subject of this research is the owner of Rabbani Jatinangor. The research instrument used was interviewed. The results showed that the analysis of strengths consisted of having many product variants, good product quality, and comfortable use, having many branches abroad, competitive prices offered, and good service quality, while weaknesses consisted of product designs that were easily imitated by competitors, several outlets had land narrow parking, optimization of the shopee marketplace for several outlets is still lacking, promotions only focus on direct marketing and personal selling, the only product that is in great demand is instant hijab. Then the opportunity consists of offers of cooperation with television programs, school students who are interested in the Rabbani student ambassador program, have entered foreign markets, relations with several celebrities as brand ambassadors, there are Muslim holidays, and the thread consists of increasingly competitive Muslim clothing. tight, many counterfeit products at low prices on the market, many competitors use online marketing, fashion trends change rapidly, and competitors open stores in nearby locations. Based on the results of the Rabbani SWOT matrix analysis, it is in the growth-oriented quadrant I (growth). Due to the large number of counterfeit products that have an impact on consumers turning away from counterfeit products, a strategy that can be carried out by Rabbani is to protect the copyright of the Rabbani brand

Integrated Marketing Communications Lignum Coffee Dalam Upaya Meningkatkan Penjualan

The presence of the COVID-19 pandemic has created negative impact in all existing business lines. The micro small and medium enterprises sector has been the sector that has been hit the hardest by the pandemic. This has an impact on the income of small bussinessess which shrink so that they cannot afford operational costs and bankrupt. In line with current conditions, Lignum Coffee has also experienced a decline in sales turnover amid the pandemic. Based on this background, this study aims to find out and describe how Lignum Coffee’s integrated marketing communication strategy is in an effort to increase sales. This research uses eight marketing communication with mix models, namely advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, word of mouth, and personal selling. This research was conducted through a qualitative method with a descriptive research type. Data Collection techniques were carried out by observation, guided interviews, and documentation. The result show that Lignum Coffee can implement six marketing communication mixes: advertising, sales promotion, event and experiences, public relations, direct marketing, and word of mouth. The most effective use of advertising is through social media, sales promotion, public relations, and word of mouth to increase sales turnover.

The Influence of Creativity and Innovation on Business Success

This study aims to find out whether Creativity and Innovation affect the Business Success of PT Abdya Centra Perabot. The research methodology used is descriptive quantitative method. The population in this study were all PT customers as many as 80 respondents in the city of Medan, so the number of samples used by researchers was 80 customers. Data were analyzed using multiple linear regression analysis method. The results showed that Creativity and Innovation had a positive and significant effect on Business Success at PT Abdya Centra Perabot. The results of this study are supported by the value of R square (R2) = 0.806 or 80.6%, which means that Creativity and Innovation simultaneously have an influence of 80.6% on Business Success at PT Abdya Centra Perabot. While the remaining 19.4% is influenced by other factors originating from outside this research model such as perceived value, service quality, price, segmentation, targeting and positioning. The purpose of this study is to determine the effect of Personal Selling, Sales Promotion and Brand Equity on Sales Volume at PT. Uni Diesel.

The influence of price, promotion, and product quality on purchase decisions at PT Karsa Primapermata Nusa

This research aims to test and analyze the influence of price, promotion, product quality, and purchase decisions. Decreased purchasing decisions have occurred in the company due to a decrease in company income. In the pricing phenomenon, special prices are offered only to loyal customers who have been purchasing products for a minimum of 2 years. New customers, on the other hand, do not receive any price discounts. In terms of promotional activities, the company's efforts have been inadequate, primarily relying on personal selling by salesmen every month who offer products to customers. Product returns are still frequent, and customers often complain about the product's durability, which tends to be short. This research employs a quantitative approach with a sample of 100 customers. Multiple linear regression is used for data analysis. Simple random sampling is used as the sampling method. The conclusion of this research is that price has a positive and significant influence on purchase decisions, promotion has a positive and significant influence on purchase decisions, and product quality has a positive and significant influence on purchase decisions. In the case of price, promotion, and product quality variables, they all have a positive and significant impact on purchase decisions with a coefficient of determination of 35%.

PENGARUH KUALITAS PRODUK DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SALAM DI TOKO GEMA FROZEN JOMBANG

Efforts to create consumer purchasing decisions, the company improves product quality and personal selling so that consumers feel satisfied in using the product and create interest in frozen food products Greetings. Gema Frozen Jombang Store implements product quality by maintaining product resilience and implementing personal selling by interacting directly with consumers. This research aims to determine the effect of Product Quality on Purchase Decisions at Gema Frozen Jombang Stores. This research focuses on consumers at Gema Frozen Jombang stores. The method used in this study is a quantitative research method and the number of samples used is 40 consumers using nonprobability sampling technique. Data collection techniques using a questionnaire. data analysis technique used is descriptive statistics, data quality test, classic assumption test, hypothesis testing and multiple linear regression analysis.
 Thei results of this study indicate that (1) Product quality has a positive and significant effect on purchasing decisions at Gema Frozen Jombang Stores. (2) Personal Selling has a positive and significant effect on purchasing decisions at Gema Frozen Jombang Stores. (3) Product Quality and Personal Selling have a simultaneous effect on purchasing decisions at Gema Frozen Jombang Stores.

The Influence of Social Media Marketing and Personal Selling on Consumer Purchase Decisions Through Purchase Interest as a Mediating Variable

The research aims to examine the Influence of Social Media Marketing and Personal Selling on Consumer Purchase Decisions Through Purchase Interest as a Mediating Variable. This study is categorized as a survey research, where the research instrument is in the form of a questionnaire. The population in this study consists of all House Of Yush customers who have made purchases throughout Indonesia. The sample includes 100 respondents determined by non-probability sampling using purposive sampling techniques. Data were analyzed using the SPSS for Windows version 26.0 software. The results indicate that the direct influence of social media marketing and personal selling is greater than the indirect influence on purchase decisions through purchase interest. The overall findings imply that social media marketing and personal selling are factors in increasing purchase interest to achieve improved purchase decisions at House Of Yush production house.

PENERAPAN BAURAN PROMOSI TERHADAP PROMOSI PERPUSTAKAAN KEMENTERIAN KELAUTAN DAN PERIKANAN MELALUI MEDIA INSTAGRAM

Perpustakaan Kementerian Kelautan dan Perikanan need to carry out promotions to introduce themselves to their target users. The promotions of libraries through Instagram media is interesting to talk because it is one of the core activities that libraries carry out using media that is widely used by many people. This study uses a qualitative descriptive method to analyze and describe library promotion in detail with data collection techniques are observation, interviews, and literature studies. Data analysis techniques that used in this study are data reduction, data display, and conclusion drawing/verification. Perpustakaan Kementerian Kelautan dan Perikanan has implemented elements of the promotion mix are sales promotion by procuring quizzes with prizes and awarding the best library users, personal selling through giving responses in comments and Instagram DMs, public relations and publicity through holding public relations activities and publishing activities, and direct marketing through the dissemination of information directly through Instagram. Advertising is not carried out in library promotion.
 Keywords: promotions of libraries; promotio mix; Perpustakaan KKP

PERAN STRATEGI KOMUNIKASI PEMASARAN BUSINESS TO BUSINESS (B2B) DALAM MENINGKATKAN PENJUALAN ONLINE (STUDI KASUS PADA BISNIS FIRSTHAND SELLER)

<p align='justify'>The use of the internet and social media has brought significant changes to buying and selling activities, especially in online shopping. In the Business to Business (B2B) context, marketing communication strategies play a crucial role in enhancing online sales. This research aims to analyze the role of marketing communication strategies in increasing online sales for small B2B businesses, such as Mimosh. The research employs a qualitative descriptive approach, using observation and interviews with Mimosh's owner and CEO. The research findings indicate that Mimosh utilizes social media platforms, such as Facebook and WhatsApp groups, for online marketing. The applied marketing communication strategies include personal selling and relationship marketing. Personal selling is carried out through video, photo, and written content on Facebook to reach potential audiences and resellers. Mimosh also builds a professional profile with comprehensive information about products, advantages, benefits, and clear contact details. Relationship marketing is achieved by providing client satisfaction and building long-term relationships. This research highlights the importance of appropriate communication strategies in the B2B business context and provides recommendations to Mimosh management based on the research findings.
 
 <strong>Keywords</strong>: Business B2B, Online Sales, Marketing Communication Strategy </p>

One does not fit all: what is in a salesperson sample?

This study conducts a systematic review of salesperson sampling within the pages of the Journal of Personal Selling and Sales Management from 2013 to 2022. A total of 284 papers (all inclusive) were identified in the first step of the review. Next articles were qualified based on article types, methodology (research approach), and respondent type before additional analysis was conducted. This resulted in 109 published manuscripts with 147 unique salesperson samples for further review. Specifically, sample scope and participant profiles were examined based on the 109 articles. The sample scope included response metrics, study deployment, and contextual aspects. Participant profile includes the examination of demographics, experience, work details, and performance. Ensuing the systematic review, managerial importance and implications, best practices, and research insights and future research directions are provided. This includes guidance on the sampling frame overview, data collection, and sample contexts of participants for a better understanding of what information should be included in research studies. In turn, this study puts forth evidence that one type of salesperson sample does not fit all sales research, and the generalizability of the sample should be carefully considered.

The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

Micro, Small and Medium Enterprises (MSMEs) have an important role in increasing innovation and creativity so that they can improve economy. MSMEs can increase the community's economy by providing employment, and producing products or services needed by the community. More than 300 MSME bird cage craftsmen in the Ajibarang, who are recorded or who have not been recorded, are able to absorb labor so that they can reduce the unemployment rate. In its journey, MSMEs bird cage craftsmen in Ajibarang facing many problems, one of which was not maximizing technology in marketing. They are still using a personal selling strategy. This study aims to examine the effect of digital marketing on marketing performance. This study also eximing digital transformation is able to mediate digital marketing and marketing performance. The sample used in this study was 97 respondents with a purposive sampling technique. Based on the results of research conducted using Smart PLS, it shows that digital transformation has a positive effect on digital marketing and marketing performance. Digital marketing is able to mediate digital transformation variable and marketing performance variable. The digital transformation in Ajibarang bird cage craftsmen MSMEs, will increase their digital business marketing capabilities and will increasing marketing performance. Increasing digital transformation of the Ajibarang bird cage craftsmen MSMEs will lead to increased productivity, innovation, and creativity of MSME in facing business competition. The implication of this research is that the results of the research are able to become the resources for MSME Ajibarang bird cages in determining the right strategy to improve their marketing performance.

The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

Micro, Small and Medium Enterprises (MSMEs) have an important role in increasing innovation and creativity so that they can improve economy. MSMEs can increase the community's economy by providing employment, and producing products or services needed by the community. More than 300 MSME bird cage craftsmen in the Ajibarang, who are recorded or who have not been recorded, are able to absorb labor so that they can reduce the unemployment rate. In its journey, MSMEs bird cage craftsmen in Ajibarang facing many problems, one of which was not maximizing technology in marketing. They are still using a personal selling strategy. This study aims to examine the effect of digital marketing on marketing performance. This study also eximing digital transformation is able to mediate digital marketing and marketing performance. The sample used in this study was 97 respondents with a purposive sampling technique. Based on the results of research conducted using Smart PLS, it shows that digital transformation has a positive effect on digital marketing and marketing performance. Digital marketing is able to mediate digital transformation variable and marketing performance variable. The digital transformation in Ajibarang bird cage craftsmen MSMEs, will increase their digital business marketing capabilities and will increasing marketing performance. Increasing digital transformation of the Ajibarang bird cage craftsmen MSMEs will lead to increased productivity, innovation, and creativity of MSME in facing business competition. The implication of this research is that the results of the research are able to become the resources for MSME Ajibarang bird cages in determining the right strategy to improve their marketing performance.

INTEGRASI KOMUNIKASI PEMASARAN DALAM KONSEP PARIWISATA BERKELANJUTAN “KAMPUNG ADAT SEGUNUNG”

This study examines the implementation of integrated marketing communication as a concept of sustainable tourism in Kampung Adat Segunung. The research methodology is qualitative. Data was collected by interviews, observations, and documentary studies. The participants in this research are divided into two groups, namely the key informants and the supporting informants. The key informants are the initiators who founded the "Kampung Adat Segunung" and the secretary. Meanwhile, the supporting informants are the owners of a micro, small, and medium enterprise in the "Kampung Adat Segunung. The findings indicate that Kampung Adat Segunung integrates promotion mix, such as advertising, personal selling, public relations, internet marketing, word of mouth, and events and experiences. This integration aims to provide consistent and coherent messages about the tourism potential, local culture, and sustainability to tourists. This study to underline integrated marketing communication as a concept of sustainable tourism that positively impacts the culture, and community of Kampung Adat Segunung.

Promotion Mix Tools Relevance for Marketing in Ethiopia: Literature Appraisal

Promotion Mix is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact. IMC can offer assistance in facilitating and delivering reliable messages over different channels of communication. The concept is particularly important in that it places incredible emphasis on the significance of the promotion mix. The objectives of the meta-analysis literature review are to examine IMC’s five tools for organizational performance: Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public relation. Method design was based on secondary sources of information from various research publications and unpublished literature, magazines, Google Scholar, Science Direct, Research Gate, and books. The meta-analysis literature review The inclusion and exclusion of scanned literature was conducted with the help of PRISMA. For checking the effect size of the used literature, authors employed the Forest Plot based on partial correlation. The result of meta-analysis literature reviews is that IMC tools increase firm efficiency by increasing Overall profitability, overall brand performance, customer satisfaction, loyalty, new customers, sales volume, and Shareholder value of the organization’s services or products. The organizations manage the execution of Promotion Mix tools to significant performance.

The Effect of Personal Selling and Fairness of Price Using Brand Image as an Intervening Variable on Students' Decision to Choose School at Smkti Bali Global Denpasar

The purpose this research for understanding the impact of personal selling and fairness of price on the decision to choose a school with a brand image as a mediating variable at SMKTI Bali Global Denpasar. Quantitative research using pre-existing measurement scales related to personal selling, fairness of price, brand image and the decision to choose a school. The sample consist of 119 parents of SMKTI Bali Global Denpasar students, with an analysis tool utilizing the SEM PLS model. The reasearch finds a direct impact of personal selling on the decision to choose school, fairness of price on the decision to choose school, brand image on the decision to choose school shows significant positive result. The impact of personal selling on brand image, the impact of fairness of price on brand image show positive and significant results. Brand image is able to mediate the indirect effect of personal selling on the decision to choose a school. Brand image is able to mediate the indirect effect of fairness of price on the decision to choose a school. Implication this research in order to schools are expected to adopt an integrated marketing approach that involves various aspects, such as fairness of price, personal selling, and brand image. By developing a comprehensive and coordinated marketing strategy, schools can achieve greater efficiency in attracting prospective students and parents. It is important for schools to provide appropriate training and development for their sales team. This will help them become more effective communicators and be able to convey information clearly and convincingly to prospective students and parents. A well-trained sales team will increase the effectiveness of personal selling and contribute to improving the decision to choose a school. The research offers new insights, fills the study gap on the effect of brand image mediating personal selling on the decision to choose a school.