Rahmat Riwayat Abadi, M. Ikhwan Maulana Haeruddin, Muh. Yushar Mustafa, Muh. Umar Data, Nurjannah Nurjannah

Kajian Literatur: Strategi Personal Selling Melalui Relationship Marketing Pasca Pandemi COVID-19

Introduction

Kajian literatur: strategi personal selling melalui relationship marketing pasca pandemi covid-19. Pelajari strategi personal selling & relationship marketing efektif pasca-COVID-19. Fokus pada koneksi digital, kebutuhan pelanggan, nilai tambah, kepercayaan, personalisasi, dan hubungan jangka panjang.

Abstract

Salah satu strategi pemasaran yang menjadi kunci bagi organisasi, khususnya perusahaan/unit bisnis, yaitu strategi promosi. Dalam melakukan strategi promosi ada beberapa cara dan salah satunya yaitu strategi personal selling melalui relationship marketing. Penelitian ini pun kemudian menemukan masalah yang masih sedikit terjawab di dalam literatur pemasaran yakni kia tapa saja yang sebaiknya dilakukan oleh unit bisnis dalam menentukan strategi pemasarannya, terkhusus personal selling melalui relationship marketing di era pasca pandemi COVID-19. Dengan pendekatan metode analisis literatur, penelitian ini kemudian menyimpulkan bahwa secara umum, strategi personal selling melalui relationship marketing pasca pandemi COVID-19 di antaranya: (1) berkembangnya koneksi digital; (2) fokus pada kebutuhan pelanggan; (3) menyediakan nilai tambah; (4) membangun kepercayaan; (5) personalisasi komunikasi; dan (6) menjaga hubungan jangka panjang.

Review

This literature review, titled "Kajian Literatur: Strategi Personal Selling Melalui Relationship Marketing Pasca Pandemi COVID-19," addresses a timely and highly relevant topic for businesses navigating the evolving market landscape. The abstract clearly identifies a gap concerning specific personal selling strategies leveraging relationship marketing in the post-pandemic era. The study aims to synthesize existing knowledge and presents six key strategic recommendations: fostering digital connections, focusing on customer needs, delivering added value, building trust, personalizing communication, and nurturing long-term relationships. These findings collectively offer a broad framework for organizations seeking to adapt their promotional efforts. While the identified strategies represent fundamentally sound marketing principles, the abstract lacks crucial details regarding the methodology of the "analisis literatur." For a robust literature review, it is imperative to specify the scope, databases searched, keywords used, inclusion/exclusion criteria, and the analytical framework employed to synthesize the findings. Without this information, it is challenging to assess the rigor and comprehensiveness of the review. Furthermore, several of the conclusions presented, such as focusing on customer needs or building trust, are foundational to relationship marketing regardless of a pandemic. The abstract does not sufficiently articulate how the "pasca pandemi COVID-19" context specifically transforms or redefines these established principles, or how the literature *specifically* addressed this unique temporal dimension beyond general trends, which could dilute the specific contribution related to the pandemic. Despite these methodological concerns regarding the abstract's detail, the research addresses an important managerial question. The general recommendations, while broad, serve as a useful starting point for practitioners seeking to adapt their personal selling efforts. To enhance its academic contribution, a full paper would need to thoroughly elaborate on the specific literature reviewed, demonstrating how the post-pandemic environment necessitates *new interpretations* or *intensified focus* on these strategies. Future research could further explore empirical applications of these strategies, investigate sector-specific nuances, or develop a more detailed theoretical model that integrates the post-pandemic challenges and opportunities into relationship marketing and personal selling frameworks.

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