Kepercayaan terhadap Pesan Email (Studi Deskriptif Kualitatif Kepercayaan Antara Calon Pelanggan Iklan Dengan Staf Pemasaran Radio Swasta Mengenai Email Tawaran Iklan)

• Main Authors: Saputra, Septian Arif (Author), , Palupi, M.A (Author)
• Format: Book
• Published: 2017.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Connect to this object online
• Notes: https://eprints.ums.ac.id/49383/2/SURAT%20PERNYATAAN.pdf; https://eprints.ums.ac.id/49383/3/NASKAH%20PUBLIKASI.pdf
• Keywords: HN Social history and conditions. Social problems. Social reform

Electronic mail, or better known as email have been appeared in line with the development of information and communications technology that facilitates the users to share information without any limitation of time and distance. The ease in sharing this information is already used by the marketing staff of private radio to find potential advertisement customers using email. This research aims to find out how the trust is built between the marketing staf of private radio with the advertisement prospective customers that sends messages about advertisement offer using email as the media. This research used descriptive qualitative method. Perception dimensional of trust is also used to find out about how trust can be built in the negotiations through the email media that is used between the marketing staff of a private radio corporate with ads prospective customers. Collecting data in this research is a direct interviews with sources of private radio marketing staff and the other sources of ads prospective customers / client of the private radio. The data were collected using semi-structured interview techniques and the method that was used to analyze data is source triangulation. The results of this research shows that the trust of using email as the media between the marketing staff of private radio and ads prospective customers can be built based on some trust dimension which is benevolence, competence, and consistency. While the other trust dimensions such as honesty, integrity, loyalty, and openness can not be built easily, but there must be other actions such as cross check through the website, telephone, or face to face directly so that prospective customer's confidence appears when sending messages with form bid using email as the media.