Personal Selling Skill in Building Interaction with Consumers
- 10.2991/assehr.k.200225.055How to use a DOI?
- skill, personal selling, building, interaction, consumer
Efforts to develop businesses organized by Micro, Small and Medium Enterprises have the full support of the government, private institutions, universities, and other institutions. The program implemented by the government is to improve the competitiveness of business actors. One of the business actors running the program is the Home Industry Group at the Sabilulungan Farmers Market Association, which is under the auspices of the Bandung District, West Java Agricultural Service. Various products are produced by members of the group in the form of vegetables, fruits, processed foods, etc. The research objective is to analyse group members’ understanding of the application of personal selling including interpersonal communication in building relationships with consumers and presentations for marketing products. The research method is descriptive to measure research phenomena. Data collection was carried out by distributing research questionnaires to participants as many as 32 people. The sampling technique is census, because all members of the group become research respondents. The results showed group members had high knowledge about interpersonal communication in personal selling activities to build relationships with consumers, group member knowledge about presentations was also high, and group members could apply presentations to market products.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yusuf Hamdan AU - Anne Ratnasari AU - Aning Sofyan AU - Yenni Yuniati PY - 2020 DA - 2020/03/03 TI - Personal Selling Skill in Building Interaction with Consumers BT - Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019) PB - Atlantis Press SP - 262 EP - 266 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200225.055 DO - 10.2991/assehr.k.200225.055 ID - Hamdan2020 ER -