AKTIVITAS KOMUNIKASI PERSUASIF TATAP MUKA OLEH TEAM MARKETING DALAM UPAYA MENINGKATKAN PENJUALAN LG MOBILE

Abstract

LG Electronics Indonesia (LGEIN) is a South Korean company engaged in electronics. In addition to developing sophistication in electronic technology, LGEIN also develops its technology on smartphones. In business LGEIN especially in the field of smartphone had experienced a significant increase and decrease. This is due to the number of new brands that offer attractive features at low prices targeting middle-class consumers down, where LG's market peman is slowly taken by these competitors. The purpose of this research is to describe communication strategy of LG Mobile marketing team, especially division of Semarang in increasing sales, and the stages of persuasive communication of marketing team in doing persuasion to the consumer. In this study, the method used is a qualitative method, in which qualitative methods are not primarily empirical evidence on mathematical logic, number-principles or statistical analysis, but more basically on discursive matters, such as document transcripts, field notes, interview results , written documents, and non-discursive data. Based on this research found that the strategy used by LG Mobile in doing persuasion to the consumer is a persuasive communication that combine between verbal and nonverbal communication, besides LG Mobile Marketing Team in doing persuasive communication activity, has stages that balancing between verbal communication activity, nonverbal communication skills. LG Mobile's Marketing Team also uses several media to persuade consumers, such as brochures and product replicas. After the persuasive communication done by LG Mobile Marketing Team, the change of behavior experienced by consumers is to feel doubt, then sure, and willing to buy, and also there are some consumers who go to compare products with other stores, but a while back ketoko to buy products that have been offered.