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All Journal Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen
Salwa Putri Awalina
Fakultas Sekolah Vokasi Institut Pertanian Bogor
Economics, Econometrics & Finance Social Sciences

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STRATEGI KOMUNIKASI BISNIS DALAM MEMPERTAHANKAN MINAT BELI KONSUMEN KEBAB UNCLE HASAN Hafiz Firjatullah; Mohammad Ghozali Moenawar; Suparman Suparman; Badar Muhammad; Nabhila Manisya; Salwa Putri Awalina
Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN Vol 12, No 1 (2025)
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v12i1.18204

Abstract

Business communication strategies play a significant role in influencing consumer purchase intentions, encompassing product quality, convenience, pricing, service, and promotions. Kebab Uncle Hasan, a rapidly growing kebab restaurant in Bogor, implements personal selling as its communication strategy. This study aims to analyze the implemented communication strategy and identify challenges in enhancing consumer purchase interest. This qualitative research explores the influence of descriptive analysis from the perspectives of both consumers and the management of Kebab Uncle Hasan. The findings reveal that the stages of personal selling highlighting product quality, responsive service, social media promotions, and innovations in seasoning packaging and authentic flavors are key factors in attracting and retaining customers. However, challenges remain in product variety and follow up strategies for customer engagement.
Co-Authors Badar Muhammad Hafiz Firjatullah Mohammad Ghozali Moenawar Nabhila Manisya Suparman Suparman