<![CDATA[Indonesia's automotive industry, which continues to grow each year, creates high demand for vehicle spare parts availability. Amid intensifying business competition and rapid digital media expansion, ASP Motor continues to rely on personal selling as its primary approach for marketing Mitsubishi spare parts without utilizing social media. This study aims to analyze how personal selling techniques are implemented by ASP Motor, the obstacles encountered during marketing process, and the reasons personal selling is maintained without social media support. A qualitative method with a case study approach was employed in this research. Data were collected through in-depth interviews, observation, literature review, and documentation involving the business owner, loyal customers, and an expert informant for triangulation purposes. Data were analyzed through reduction, data display, and conclusion drawing, while validity was ensured through source and method triangulation. Findings reveal that ASP Motor implements personal selling through product portfolio presentations, sample introductions to prospective customers, price transparency, and encouraging consumer purchasing decisions. Obstacles encountered include differences in perception, unclear information, and consumer assessments of the communication approach. ASP Motor maintains personal selling due to its products' technical nature requiring direct explanation, longterm customer loyalty, and trust built through personal relationships with the business owner. Industri otomotif Indonesia yang terus berkembang setiap tahunnya menciptakan kebutuhan yang tinggi terhadap ketersediaan suku cadang atau sparepart kendaraan. Di tengah meningkatnya persaingan usaha dan pesatnya perkembangan media digital, ASP Motor justru tetap mempertahankan teknik personal selling sebagai pendekatan utama dalam memasarkan sparepart Mitsubishi tanpa memanfaatkan media sosial. Penelitian ini bertujuan untuk menganalisis dan mengetahui bagaimana implementasi teknik personal selling yang dilakukan ASP Motor, hambatan yang dihadapi dalam proses pemasaran, serta alasan teknik personal selling tetap dipertahankan tanpa bantuan media sosial. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, studi kepustakaan, dan dokumentasi terhadap pemilik usaha, pelanggan tetap ASP Motor serta informan ahli sebagai proses triangulasi. Data dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa implementasi personal selling ASP Motor dilakukan melalui penyampaian portofolio produk, pengenalan sampel ke calon pelanggan, transparansi harga, dan mendorong keputusan pembelian konsumen. Hambatan yang dihadapi meliputi perbedaan persepsi, ketidakjelasan informasi, dan penilaian konsumen terhadap pendekatan komunikasi. ASP Motor mempertahankan personal selling karena karakteristik produk teknis yang membutuhkan penjelasan langsung, loyalitas pelanggan jangka panjang, serta kepercayaan yang terbentuk melalui hubungan personal dengan pemilik usaha.]]>
