[ABSTRAK
Persaingan bisnis antar industri dewasa ini sangatlah ketat, termasuk dalamindustri otomotif khususnya kendaraan bermotor roda empat. Oleh karena ituperusahaan penyedia barang dan jasa berlomba untuk meraih simpati konsumendengan memberikan pelayanan yang dapat mempermudah konsumen dalammendapatkan keinginan dan kebutuhannya. Salah satu komunikasi pemasaranyang digunakan perusahaan adalah personal selling, dimana kemampuankomunikasi antar pribadi wiraniaga dengan konsumennya agar memilikikedekatan secara personal. Komunikasi antar pribadi akan terjalin secara efektifapabila terdapat kualitas di dalamnya yang terdiri dari keterbukaan (openness),empati (empathy), sikap mendukung (supportiveness), sikap positif (positiveness),serta kesetaraan (equality).Dengan pendekatan kualitatif, dan metode wawancara secara mendalam denganpara narasumber, dimaksudkan agar dapat diketahui secara mendalam keterkaitanantara lima kualitas pada efektivitas komunikasi antar pribadi antara wiraniagadengan konsumennya, pada tahapan keputusan pembelian kendaraan bermotorroda empat.
ABSTRACT
Given a stiff competition in automotive industry nowadays, automobiledistributors have provided their best effort to gain the sympathy of consumers byproviding services that can facilitate consumers’ needs. One of the marketingcommunication strategies that has been used widely by the distributors is personalselling approach, in which interpersonal communication skills have played animportant role in sales person-consumer relationship. Five general quality toimprove the effectiveness of communication which is the key factor for a properestablishment in interpersonal communication includes: openness, empathy,supportiveness, positiveness, as well as equality.Based on a qualitative approach, and in-depth and one-on-one interviews withboth parties, this study is intended to have a clearer perspective on necessity of thefive general quality to the effectiveness of interpersonal communication betweensales person and its customers at the stage of purchase decision process;Given a stiff competition in automotive industry nowadays, automobiledistributors have provided their best effort to gain the sympathy of consumers byproviding services that can facilitate consumers’ needs. One of the marketingcommunication strategies that has been used widely by the distributors is personalselling approach, in which interpersonal communication skills have played animportant role in sales person-consumer relationship. Five general quality toimprove the effectiveness of communication which is the key factor for a properestablishment in interpersonal communication includes: openness, empathy,supportiveness, positiveness, as well as equality.Based on a qualitative approach, and in-depth and one-on-one interviews withboth parties, this study is intended to have a clearer perspective on necessity of thefive general quality to the effectiveness of interpersonal communication betweensales person and its customers at the stage of purchase decision process, Given a stiff competition in automotive industry nowadays, automobiledistributors have provided their best effort to gain the sympathy of consumers byproviding services that can facilitate consumers’ needs. One of the marketingcommunication strategies that has been used widely by the distributors is personalselling approach, in which interpersonal communication skills have played animportant role in sales person-consumer relationship. Five general quality toimprove the effectiveness of communication which is the key factor for a properestablishment in interpersonal communication includes: openness, empathy,supportiveness, positiveness, as well as equality.Based on a qualitative approach, and in-depth and one-on-one interviews withboth parties, this study is intended to have a clearer perspective on necessity of thefive general quality to the effectiveness of interpersonal communication betweensales person and its customers at the stage of purchase decision process] |
T43857-Heny Marthiani.pdf :: Unduh