Nuraini, Nafisa and Nurprapti, Nurprapti and Septa, Ronny Yudhi (2018) KEGIATAN PERSONAL SELLING DISTRIBUTOR MULTI-LEVEL MARKETING (Studi Deskriptif Kualitatif pada Distributor Herbalife di Tangerang). Lainnya thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Nafisa Nuraini. NIM. 6662141197. Kegiatan Personal Selling Distributor Multilevel Marketing (Studi Deskriptif Kualitatif pada Distributor Herbalife di Tangerang. Pembimbing 1: Dr. Nurprapti Wahyu Widyastuti., M.Si dan Pembimbing 2: Ronny Yudhi Septa Priana., M.Si. Herbalife adalah perusahaan MLM dengan menjual produk nutrisi untuk membantu dalam mencapai berat badan ideal konsumennya. Dalam perusahaan MLM, penjualan produk dilakukan oleh distributor dengan cara menjual langsung ke konsumen. Sebelum melakukan penjualan, distributor Herbalife terlebih dahulu membuat analisis, membuat perencanaan dan langkah-langkah kegiatan penjualan produk. Penelitian ini bertujuan untuk mengetahui apa saja yang menjadi key factor analysis dari distributor Herbalife, dan persiapan dan perancaan serta pelaksanaan kegiatan personal selling yang dilakukan oleh distributor Herbalife. Penelitian ini menggunakan metode deskriptif kualitatif. Adapun teknik pengumpulan data yang dilakukan yaitu dengan cara wawancara, observasi, studi dokumen dan kepustakaan. Penelitian ini dilaksanakan selama dua bulan. Tempat penelitian ini dilaksanakan yaitu di rumah distributor Herbalife, dan rumah sehat/nutrition club (nc) distributor Herbalife. Data primer didapat dari melakukan observasi dan wawancara. Sementara data sekunder didapatkan melalui kajian pustaka yaitu buku – buku, literatur serta situs – situs internet yang memiliki relevansi kuat dengan objek penelitian.Hasil dari penelitian ini, key factor analysis distributor Herbalife terdiri analisis SWOT (strength, weakness, opportunity, threats) dan analisis STP (segmentation, targeting, positioning), sedangkan tahap persiapan dan perencanaan personal selling yang digunakan oleh distributor Herbalife terdiri dari mencari pelanggan melalui broker/perantara dan menghubungi pelanggan lama, membawa sales kit dan catalog, mempersiapkan produk untuk tester, lalu strategi pendekatan individual yang sesuai dengan konsep AIDA. Selain itu, pelaksanaan kegiatan personal selling yang dilakukan oleh distributor Herbalife terdiri dari tujuh langkah yaitu memilih dan menilai prospek, prapendekatan, pendekatan, presentasi dan demo, menangani keberatan, menutup penjualan dan tindak lanjut. Kata kunci: distributor Herbalife, kegiatan personal selling, multilevel marketing
| Item Type: | Thesis (Lainnya) |
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| Additional Information: | Nafisa Nuraini. NIM. 6662141197. Personal Selling Activities of Multilevel Marketing Distributors (Qualitative Descriptive Study of Herbalife Distributors in Tangerang). Supervisor 1: Dr. Nurprapti Wahyu Widyastuti., M.Si and Supervisor 2: Ronny Yudhi Septa Priana., M.Si. Herbalife is an MLM company by selling nutritional products to help achieve the ideal body weight of consumers. In MLM companies, product sales are conducted by distributors by selling directly to consumers. Before making a sale, Herbalife distributors first make an analysis, make plans and steps in product sales activities This study aims to find out what is the key factor analysis of Herbalife distributors, and the preparation and planning and implementation of personal selling activities conducted by Herbalife distributors. This study used descriptive qualitative method. The data collection techniques are conducted by interviewing, observing, studying documents and literature. This research was done for two months. The research site was conducted at Herbalife distributor home’s, and Herbalife distributors' Nutrition Club (NC). Primary data is obtained from observations and interviews. While secondary data is obtained through literature reviews, books, literature and internet sites that have strong relevance to the object of research. The results of this study, the Herbalife distributor's key factor analysis consists of SWOT analysis (strength, weakness, opportunity, threats) and STP analysis (segmentation, targeting, positioning), while the preparation and planning stages used by Herbalife distributors consists of searching customers through brokers / intermediaries and contacting old customers, bringing sales kits and catalogue’s, preparing products for the tester, then individual approach strategies that are in accordance with the AIDA concept. In addition, the implementation of personal selling activities carried out by Herbalife distributors consists of seven steps, namely selecting and evaluating prospects, preparations, approaches, presentations and demos, handling objections, closing sales and follow up. Keywords: Herbalife distributor, multilevel marketing, personal selling activities |
| Subjects: | Communication > Communication (General) |
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
| Depositing User: | Admin Eprints Untirta |
| Date Deposited: | 17 Jan 2019 03:40 |
| Last Modified: | 17 Jan 2019 03:40 |
| URI: | http://eprints.untirta.ac.id/id/eprint/1215 |
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