Pribadi, Yulius (2014) Penguatan Branding Motor Honda Melalui Pengelolaan Aktivitas Personal Selling di PT Astra Internasional Tbk-Honda Yogyakarta. Caritas Pro Serviam, XXVII. pp. 21-31. ISSN 1410-4547

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Abstract

PT Astra International Tbk-Honda Yogyakarta engineered their push strategy, as one of IMC strategies, through personal selling activities, which consisted of marketing public relations and corporate public relations, trying to increase number of motorcycle to be bought by consumers. Personal selling activities have a lot of advantages to make sure that the messages can be transfered and accepted by communican/ prospects/ consumers. Personal seller can adjust the way they communicate and the message they convey when they feel that an unexpected reaction occur. One solution that can be done is observing people frame of refference and trying to be in the same atmosphere. This qualitative research was conducted to examine how personal selling activities were performed to make sure good acceptance and support for Honda motorcycles good image. Data collections were done by conducting a series of indepth interviews with PT Astra International Tbk-Honda Yogyakarta’s management supported by data analysis from documents from various sources. All collected and monitored data would be analyzed by descriptive method, which was started by gathering the data, followed by analyzing the data, and concluded by systematically interpreting the result. This research was applying theories on personal selling activities, branding, brand communication, and IMC strategies finding that personal selling is an important element of all communication tools in marketing communication activities.

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