STRATEGI KOMUNIKASI PEMASARAN PRODUK JAM DI TOKO ABS CABANG BATURAJA OKU

Abstract

This study aims to determine The ABS Clock Store’s communication strategy in attracting consumer interest. In this study, researchers used Action Assembly Theory. ABS store Baturaja OKU branch prioritizes selling watch products from the cheapest to those with high quality, carrying various kinds of brands. The strategy of the ABS Baturaja OKU store in marketing products is prioritizing sales by means of personal selling. The ABS Clock Store takes a direct approach and comes directly to the target shop/retailer to increase product sales because the ABS Clock Store does not use advertising for promotion. Direct marketing or direct marketing targets individual consumers with the aim of delivering personal messages and building relationships based on responses to these direct communications. Media that can provide a direct response is the main communication tool for direct marketing. ABS stores see a big opportunity to use personal selling to increase the number of visitors in ABS stores. Because the main segment of ABS Jam Store customers are shops, retailers and consumers, personal selling is suitable to be used as the main strategy in marketing communication activities and as stated by ABS Clock Store, Personal selling is interpersonal communication where the seller expresses and satisfies customer needs, which can be mutually beneficial for both parties. In many business to business (B to B) categories, personal selling is the dominant function of marketing communications. The ABS store in Baturaja OKU ensures that the quality of the products and services they provide is maintained. So that many consumers of the ABS store at Baturaja OKU branch return to shopping and become regular customers. The ABS store always monitors the development of Personal selling at the Baturaja OKU branch of the ABS store, this is done to find problems in the market so that solutions can be found.