ANALISIS PERSONAL SELLING DI DAGO HIGHLAND RESORT BANDUNG - Pamungkas, Aldila Galuh (2013)
Kepercayaan konsumen terhadap produk harus dibangun melalui komunikasi yang tepat dan menarik. Pengenalan dan penjualan produk atau dalam kata lain Personal Selling yang melibatkan interaksi langsung menjadi pokok pembahasan didalam penelitian. Penelitian menggunakan metode statistik deskriptif yang berdasarkan data kuantitatif dimana konsumen menjadi responden dalam menganalisis Personal Selling. Gambaran Personal Selling diukur melalui indikator Skill/kemampuan dalam berkomunikasi, bersikap dan memiliki wawasan yang luas tentang produk. Berdasarkan hasil analisis, ditemukan bahwa Personal Selling berada pada kategori baik karena 51,3% responden menilai bahwa marketer telah melaksanakan tugasnya dengan baik dan profesional. Sedangkan 40% responden menilai cukup. Dengan begitu, mood dan kemampuan marketer adalah kunci suksesnya Personal Selling. Consumer trust in the product must be built through proper and attractive communication. introducting and saling of products, or in other words Personal Selling involving direct interaction were an issue in this research. This research using descriptive methods based on quantitative data that consumer becoming analyser in Personal Selling. Personal Selling idea is measured through indicators Skill / ability to communicate, behave and have extensive knowledge about the product. Based on the analysis, it was found that in the category of Personal Selling well as 51.3% of respondents considered that marketers have been carrying out their duties properly and professionally. While 40% of respondents assessed fairly. By doing so, mood and ability marketer Personal Selling is the key to success.