Analisis Kegiatan Personal Selling Pada Produk Kopi 49

Abstract

Coffee consumption in Indonesia continues to increase, so this is directly proportional to coffee production which
continues to increase. Lampung Province is one of the largest contributors to coffee production in Indonesia,
occupying the second place after South Sumatra Province. Kopi 49, which is in Lampung province, takes advantage
of this booming business opportunity by producing processed coffee products, one of which is packaged coffee. Kopi
49 is one of the packaged coffee SMEs in Bandar Lampung. Kopi 49 also uses a variety of integrated marketing
communication activities to attract potential customers or distributors, one of which is using personal selling
marketing communications. This study discusses the personal selling marketing communications carried out by Kopi
49. The method used in this research is descriptive qualitative. Primary data collection techniques using interviews,
observation and documentation. Secondary data collection techniques use online sources, literature and previous
literature. The data validation technique in this study uses source triangulation. The theory used in this study is 6
Steps Personal selling by Kotler Keller (2016) which consists of Prospecting and qualifying, Preapproach,
Presentation and demonstration, Overcoming objection, Closing, and Follow up and maintenance which formulate
basic principles which are key factors marketing strategy success. The results of this study can be concluded that Kopi
49 has implemented every step contained in the theory

Keywords-integrated marketing communication strategy, Coffee49, prospecting and qualifying, preapproach,
presentation and demonstration, overcoming objection, closing, and follow up and maintenance