IMPLEMENTASI PERSONAL SELLING PADA KOPERASI SERBA USAHA (KSU)

Abstract

This research aimed to identify the implementation of personal selling in multi purpose cooperative effort PRIMKOPPABRI Kediri of Katang Unit. The research used descriptive research type with qualitative paradigm. Informants were a caretaker, four employees, four members and a competitor who were willing to become informants. The analysis tools used were domain and taxonomic analyses. The results described that multi purpose cooperative effort PRIMKOPPABRI Kediri of Katang Unit implemented personal selling by the following steps: (i) seeking for prospective members to conduct site surveys and getting recommendations from members and qualifying them, (ii) making a pre-approach by studying the nature and characters of the prospective members, (iii) presentation was made orally without doing a demonstration on the requirements to become members, loan system, loan application requirements, the amount of loan, the loan receipt, calculation, time and place of payment installment, (iv) overcoming objections was held by discussing with members, (v) closure was made by loan disbursement and repayment, and (vi) follow-up was undertaken in case of problems and by solving the problems and maintaining relations with members. The conclusion of this research is personal selling are applied proven to increase the number of members and the number of installments made by the members who make loans.