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<http://digilib.unila.ac.id/id/eprint/82969> <http://purl.org/dc/terms/title> "IMPLEMENTASI STRATEGI KOMUNIKASI PERSUASIF\r\nTHE MEANING CONSTRUCTION OLEH MARKETING\r\nREPRESENTATIVE PT. NUTRIFOOD INDONESIA AREA LAMPUNG\r\nTERHADAP MERCHANT PRODUK NUTRISARI READY TO DRINK\r\n\r\nSQUEEZED ORANGE"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/82969> <http://purl.org/ontology/bibo/abstract> "NutriSari Ready To Drink (RTD) Squeezed Orange sebagai produk baru minuman\r\nsari buah dalam kemasan siap minum yang masih berada pada tahap siklus\r\nperkenalan. Peranan marketing representative sebagai tenaga pemasar PT.\r\nNutrifood Indonesia area Lampung sangat besar terhadap penawaran dan pelayanan\r\nkepada merchant atau warung sebagai usaha kecil milik keluarga yang berbentuk\r\nkedai, kios, toko kecil, atau restoran sederhana. Pada penelitian ini bertujuan untuk\r\nmengetahui bagaimana implementasi strategi komunikasi persuasif the meaning\r\nconstruction menurut Melvin DeFleur dan Sandra Roceach. yang dilakukan oleh\r\nmarketing representative PT. Nutrifood Indonesia area Lampung terhadap\r\nmerchant produk NutriSari RTD Squeezed Orange. Penelitian ini menggunakan\r\nmetode kualitatif dengan pendekatan deskriptif yaitu melakukan wawancara,\r\nobservasi, dan dokumentasi. Hasil penelitian diawali dengan pembelajaran terlebih\r\ndahulu melalui Nutriversity sebagai bentuk proses pembelajaran Nutrifood learning\r\nmanagement system dan diskusi dengan area marketing associate dan sesama\r\nteman marketing representative PT. Nutrifood Indonesia area Lampung.\r\nDilanjutkan pendekatan kepada merchant dengan penyesuaian seperti memberikan\r\ntrial product kepada pelanggan, dan mengikuti tren saat ini menggunakan media\r\nsosial Instagram @nutrisariid sebagai bentuk pengenalan kepada masyarakat dan\r\nmedia sosial WhatsApp sebagai bentuk komunikasi berkelanjutan. Diakhiri dengan\r\nmembuat perumpamaan dalam bentuk kata atau bahasa yaitu key message dengan\r\nditambah penjelasan solusi alternatif baik itu perhitungan hemat promo, discount,\r\nmaupun bonus kepada pelanggan.\r\nKata Kunci: Komunikasi persuasif, NutriSari ready to drink Squeezed Orange,\r\nmarketing representative, merchant, strategi the meaning construction.\r\n\r\nNutriSari Ready To Drink (RTD) Squeezed Orange as a new product of fruit juice\r\ndrinks in ready-to-drink packages that are still at the introduction cycle stage is a\r\nchallenge in itself to offer merchant customers or stalls as small family-owned\r\nbusinesses in the form of stalls, kiosks, small shops, or simple restaurants. The role\r\nof marketing representatives as marketers of PT Nutrifood Indonesia Lampung\r\narea is very large towards customer service in the form of responses to customers,\r\nboth in the form of gestures, attention, and persuasive communication. This\r\nresearch aims to find out how the implementation of the meaning construction\r\npersuasive communication strategy according to Melvin DeFleur and Sandra\r\nRoceach. which was carried out by the marketing representative of PT. Nutrifood\r\nIndonesia Lampung area towards merchants of NutriSari RTD Squeezed Orange\r\nproducts. This research uses a qualitative method with a descriptive approach,\r\nnamely conducting interviews, observations, and documentation. The results of the\r\nstudy began with prior learning through Nutriversity as a form of Nutrifood\r\nlearning management system learning process and discussions with area marketing\r\nassociates and fellow marketing representative friends of PT. Nutrifood Indonesia\r\nLampung area. Followed by an approach to merchants with adjustments such as\r\ngiving trial products to customers, and following current trends using Instagram\r\nsocial media @nutrisariid as a form of introduction to the community and\r\nWhatsApp social media as a form of continuous communication. Ended by making\r\na parable in the form of words or language, namely the key message with an\r\nexplanation of alternative solutions, be it the calculation of saving promos,\r\ndiscounts, or bonuses to customers.\r\nKeywords: Persuasive communication, NutriSari ready to drink squeezed\r\noranges, marketing representatives, merchant, meaning construction strategy."^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/82969> <http://purl.org/dc/terms/date> "2024-07-15" .
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<http://digilib.unila.ac.id/id/subject/300> <http://www.w3.org/2004/02/skos/core#prefLabel> "300 Ilmu sosial" .
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