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Prologia
Published by Universitas Tarumanagara
ISSN : -     EISSN : 25980777     DOI : -
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Prologia (E-ISSN 2598-0777) is a national journal, which all articles contain student's writing, are published by Faculty of Communication Universitas Tarumanagara. Scientific articles published in Prologia are result from research and scientific studies conduct by Faculty of Communication students in communication field. Prologia published twice a year.
Arjuna Subject : -
Articles 33 Documents
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Search results for , issue "Vol 3, No 2 (2019): Prologia" : 33 Documents clear
Pengaruh Personal Selling terhadap Minat Beli Produk PRUlink Generasi Baru Nasabah Prudential Life Assurance Indonesia Nico Aprianto; Diah Ayu Candraningrum
Prologia Vol 3, No 2 (2019): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v3i2.6348

Abstract

This study aims to examine how strong the influence of Personal Selling on Interest in Purchasing New Generation PRUlink products for Prudential Life Assurance Indonesia customers. The data of this study were obtained from the results of questionnaires of 153 Prudential Life Assurance Indonesia customers regarding interest in purchasing New Generation PRUlink products. In this study the research method used is quantitative which aims to test the instrument using the validity, reliability and normality test. The results of data processing using SPSS states that the variable Personal selling (X) influences significantly to the variable purchase interest (Y). Correlation coefficient test results explained there will be a strong relationship between Personal selling (X) to the variable buying interest (Y). Meanwhile, the dimensions that support the effectiveness of personal selling include ability approaching, presentation, handling objection, and closing. The ability to start communication, presenting products, being able to answer prospective customer questions, and close communication well, be an attraction for prospective customers to be the customer. Penelitian ini bertujuan untuk meneliti seberapa kuat pengaruh Personal Selling terhadap Minat Beli produk PRUlink Generasi Baru nasabah Prudential Life Assurance Indonesia. Data penelitian  diperoleh melalui penyebaran kuesioner terhadap 153 nasabah Prudential Life Assurance Indonesia mengenai minat beli produk PRUlink Generasi Baru. Penelitian ini merupakan penelitian kuantitatif menggunakan metode survei. Pengujian instrumen berupa uji Validitas, Reliabilitas dan Normalitas. Pengolahan data menggunakan Statistical Package for Social Sciences (SPSS) dan memperoleh hasil bahwa variabel Personal selling (X) berpengaruh secara signifikan terhadap variabel Minat beli (Y). Hasil uji koefisien korelasi menjelaskan akan adanya hubungan yang kuat antara Personal selling (X) terhadap variabel Minat beli (Y). Adapun, dimensi yang mendukung efektivitas personal selling meliputi kemampuan pendekatan, presentasi, mengatasi keberatan, dan penutupan. Kemampuan dalam membuka komunikasi, mempresentasikan produk, mampu menjawab pertanyaan calon nasabah, dan menutup komunikasi dengan baik, sehingga mampu menarik calon nasabah membeli produk asuransi.
Komunikasi Pemasaran Kennedy, Voice & Berliner dalam Membangun Loyalitas dengan Klien Jacqueline Annabell; Yugih Setyanto; Sisca Aulia
Prologia Vol 3, No 2 (2019): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v3i2.6357

Abstract

Marketing communication is carried out with the main goal of selling. Companies that offer services and products compete with each other in applying marketing communication strategies to attract clients and maintain the loyalty of clients who have become regular customers. This research utilizes marketing communication theory and client's loyalty. The research approach used in this research is a descriptive qualitative approach with case study research methods and data collection techniques carried out by interviews, non-participant observation, literature study and documentation. The result of this study indicates that Kennedy, Voice & Berliner runs a mix of marketing communications, namely events and experiences, public relations and publicity, direct marketing, word-of-mouth marketing, and personal selling. Kennedy, Voice & Berliner clients have a high level of engagement and are supported by a high level of repeated purchase, reciprocity and client's satisfaction with Kennedy, Voice & Berliner in which they use the services of Kennedy, Voice & Berliner’s  public relations consultant on an ongoing basis. Komunikasi pemasaran dilaksanakan dengan tujuan utama menjual. Perusahaan-perusahaan yang menawarkan jasa maupun produk saling berkompetisi dalam mengaplikasikan strategi komunikasi pemasaran untuk menarik minat klien serta mempertahankan loyalitas klien yang telah menjadi pelanggan tetap. Penelitian ini menggunakan teori komunikasi pemasaran dan loyalitas klien. Pendekatan penelitian yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif dengan metode penelitian studi kasus dan teknik pengumpulan data dilakukan dengan wawancara, observasi non-participant, studi pustaka dan dokumentasi. Hasil penelitian ini menunjukan bahwa Kennedy, Voice & Berliner menjalankan bauran komunikasi pemasaran yaitu events and experiences, public relations and publicity, direct marketing, word-of-mouth marketing, dan personal selling. Klien Kennedy, Voice & Berliner memiliki keterikatan yang tinggi dan didukung dengan  tingkat pembelian ulang yang tinggi, adanya timbal balik dan rasa puas klien terhadap Kennedy, Voice & Berliner sehingga memakai jasa konsultan public relations Kennedy, Voice & Berliner secara terus-menerus.
Pengaruh Penggunaan Brand Endorser Arief Muhammad Terhadap Brand Awareness Tokopedia Clemens Clemens; Wulan Purnama Sari
Prologia Vol 3, No 2 (2019): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v3i2.6369

Abstract

The development of existing technology now leads to new forms of promotion. One of them is Brand Endorser. The purpose of this study is to determine / describe the influence of the use of the use of brand endorser (Arief Muhammad) in the #MulaiAjaDulu advertisement to influence brand awareness of TOKOPEDIA. awareness is examined using AIDA theory (Attention, Interest, Desire, Action). This research is a quantitative research using survey method. The population of this study is all people who have watched the #mulaiaja advertisement first, Arief Muhammad. While the sample was chosen at the age of 17 - 35. The results of the data show that there is an influence of the use of brand endorsers on brand awareness. The mean results obtained indicate that the expertise or expertise of brand endorsers is a factor in the attention points of brand awareness gained. The results of this study indicate that 1) there is an influence between Brand Endorser on Brand Awareness. Although the influence exerted was not great, 2) the expertise of Arief Muhammad as an endorser, gave a great attention effect to TOKOPEDIA, the expertise possessed by Arief Muhammad was the key to Arief Muhammad's success in contributing Attention to TOKOPEDIA and 3) The use of Arief Muhammad as endorser, does not directly create actions to use TOKOPEDIA. Perkembangan teknologi yang ada sekarang ini membawa kepada bentuk – bentuk promosi yang baru. Salah satunya adalah Brand Endorser. Tujuan dari penelitian ini adalah untuk mengetahui/mendeskripsikan pengaruh dari penggunaan penggunaan brand endorser (Arief Muhammad) di dalam iklan #MulaiAjaDulu  berpengaruh terhadap brand awareness dari TOKOPEDIA.Brand endorser dikaji dengan menggunakan teori TEARS (Trustworthiness, Expertise, Attraction, Respect, Similarity) dan brand awareness dikaji menggunakan teori AIDA(Attention, Interest, Desire, Action). Penelitian ini adalah penelitian kuantitatif dengan menggunakan metode survei. Populasi dari penelitian ini adalah seluruh orang yang telah menonton iklan #mulaiaja dulu versi Arief Muhammad. Sedangkan sampel dipilih didalam umur 17 – 35. Hasil data menunjukkan bahwa terdapat pengaruh dari penggunaan brand endorser terhadap brand awareness. Dari hasil mean yang didapat menunjukkan bahwa expertise atau keahlian dari brand endorser menjadi faktor terhadap poin attention dari brand awareness yang didapat. Dari data penelitian ditemukan bahwa 1) terdapat pengaruh antara Brand Endorser terhadap Brand Awareness. Walau pengaruh yang diberikan tidak besar, 2) keahlian dari Arief Muhammad sebagai endorser, memberi dampak attention yang besar bagi TOKOPEDIA, expertise yang dimiliki oleh Arief Muhammad menjadi kunci dari keberhasilan Arief Muhammad didalam menyumbang Attention bagi TOKOPEDIA dan 3) Penggunaan Arief Muhammad sebagai endorser, tidak secara langsung menciptakan action untuk menggunakan TOKOPEDIA.

Page 4 of 4 | Total Record : 33

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