<![CDATA[Personal sales adalah salah satu dari ujung tombak perusahaan. Karena selalu ada di garda terdepan, personal sales harus memiliki kemampuan komunikasi yang baik dan menguasai product knowledge. Penelitian ini bertujuan untuk mengetahui pengelolaan kesan verbal dan nonverbal personal sales PT. Sumber Phoenix Makmur. Menggunakan paradigma konstruktivisme, pendekatan penelitian yang digunakan adalah kualitatif. Data penelitian diperoleh melalui wawancara, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa pengelolaan kesan verbal dan nonverbal personal sales PT. Sumber Phoenix Makmur tidak berjalan maksimal lantaran personal sales belum memiliki kemampuan komunikasi yang baik sekaligus belum menguasai product knowledge.Kata Kunci: Dramaturi, persuasi, personal salesABSTRACTPersonal sales is one of the spearheads of the company. Because personal sales are always at the forefront, he must have good communication skills and master product knowledge. This study aims to determine the impression management of verbal and nonverbal personal sales PT. Sumber Phoenix Makmur. Using constructivist paradigm, the research approach used in this study is qualitative approach. Research data were obtained through interviews, observations, and documentation studies. The results showed that impression management of verbal and nonverbal personal sales PT. Sumber Phoenix Makmur did not run optimally because personal sales did not have good communication skills and did not master product knowledge.Keywords: Dramaturgy, persuasive, personal sales]]>
