STRATEGI PEMASARAN “ FACE TO FACE SELLING ” DAN PENGARUH PADA PENJUALAN PRODUK PIA BASAH PADA PT. SURYA FOOD INDONESIA

ABSTRACT
This study aims to analyze the face-to-face selling marketing strategy and its effect on the sales of wet pia products at PT. Surya Food Indonesia. The research employed a quantitative approach with a purposive sampling technique involving 50 respondents who were consumers purchasing directly from sales representatives. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The research variables included sales communication (X₁), salesperson self-confidence (X₂), face-to-face selling (Z), and product sales (Y).
The results showed that sales communication had a positive and significant effect on face-to-face selling, while salesperson self-confidence had no significant effect on face-to-face selling. Moreover, face-to-face selling had a positive and significant effect on product sales, with an R-square value of 0.614, indicating that 61.4% of sales variation could be explained by the model. These findings indicate that the face-to-face selling marketing strategy is effective in increasing product sales of wet pia at PT. Surya Food Indonesia, particularly through improved communication quality between salespeople and consumers. Therefore, the company is advised to continuously strengthen sales communication skills and provide interpersonal training for its sales force to further enhance the effectiveness of the face-to-face selling strategy.
Keywords: sales communication, self-confidence, face-to-face selling, product sales, PLS-SEM.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis strategi pemasaran face to face selling dan pengaruhnya terhadap penjualan produk pia basah pada PT. Surya Food Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengambilan sampel purposive sampling sebanyak 50 responden yang merupakan konsumen yang melakukan pembelian secara langsung. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLSSEM) menggunakan perangkat lunak SmartPLS 4. Variabel penelitian meliputi komunikasi penjualan (X₁), kepercayaan diri tenaga penjual (X₂), face to face selling (Z), dan penjualan produk (Y).
Hasil penelitian menunjukkan bahwa komunikasi penjualan berpengaruh positif dan signifikan terhadap face to face selling, sedangkan kepercayaan diri tenaga penjual tidak berpengaruh signifikan terhadap face to face selling. Sementara itu, face to face selling berpengaruh positif dan signifikan terhadap penjualan produk pia basah, dengan nilai R-square sebesar 0,614 yang menunjukkan bahwa 61,4% variasi penjualan dapat dijelaskan oleh model penelitian. Hal ini mengindikasikan bahwa strategi pemasaran face to face selling efektif dalam meningkatkan penjualan produk pia basah PT. Surya Food Indonesia, terutama melalui peningkatan kualitas komunikasi antara tenaga penjual dan konsumen. Oleh karena itu, perusahaan disarankan untuk terus memperkuat kemampuan komunikasi dan memberikan pelatihan keterampilan interpersonal bagi tenaga penjual agar efektivitas strategi face to face selling semakin optimal.
Kata Kunci: komunikasi penjualan, kepercayaan diri, face to face selling, penjualan produk, PLS-SEM.