Marketing Communication Strategy for Personal Selling Mahkota Crackers in the Digital Era
Strategi Komunikasi Pemasaran Personal Selling Krupuk Mahkota di Era Digital
DOI:
https://doi.org/10.21070/ups.9875Keywords:
Marketing communication strategy, MSMEs, Personal Sales, Customer Loyalty, Sales promotion, Customer TrustAbstract
This study examines the marketing communication strategies of the Krupuk Mahkota MSME in Kedungrejo Village, Jabon District, Sidoarjo Regency, focusing on the effectiveness of personal selling in facing competition in the digital era. The research method used was descriptive qualitative through interviews, observation, and documentation. Results show that personal selling remains a relevant and effective primary strategy, even amidst technological developments. Direct interaction, conveying business journey stories, and friendly and open service can build consumer trust, create emotional closeness, and encourage customer loyalty. This strategy is strengthened by the implementation sales promotions such as offering discounts at certain times and customer testimonials that contribute to enhancing a positive brand image. This study confirms that personal selling is not only able to survive but also becomes a competitive strength for MSMEs in the digital era because it is able to provide a personal experience that is irreplaceable by other promotional media
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