The Role of Sales Consultants in the Direct Marketing Strategy of Honda Kebon Jeruk West Jakarta in the Covid-19 Pandemic Era
Business actors have their way of finding and getting new customers. They develop the right marketing strategy to get new customers because they will win the business competition with their competitors. This study uses a qualitative research method with a case study approach the data used in primary data and secondary data. The methods used in data collection are interviews, observation and document review. Sampling using purposive sampling. The data analysis methods used are data reduction, data display, and conclusions drawing/verification methods. From the research results, it can be seen that: 1) Honda Kebon Jeruk has a breakthrough, namely collaborating with E-commerce such as Tokopedia in marketing their products; 2) Direct Marketing used in Honda Kebon Jeruk includes social media marketing, direct mail, telemarketing, digital marketing, and direct marketing; and 3) The role of sales consultants is significant in the success of the marketing strategy made by Honda Kebon Jeruk using the face to face customer method.
Ambrose, S. C., Matthews, L. M., & Rutherford, B. N. (2018). Cross-functional teams and social identity theory: A study of sales and operations planning (S&OP). Journal of Business Research, 92, 270-278.
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Chase, R., & Kumar, R. (2010). Operations management consulting. In Management Consulting Today and Tomorrow (pp. 169-190). Routledge.
Costantini, A., Ceschi, A., Viragos, A., De Paola, F., & Sartori, R. (2019). The role of a new strength-based intervention on organisation-based self-esteem and work engagement: A three-wave intervention study. Journal of Workplace Learning.
Crabowski, W., & Stawasz, E. (2017). The role of business consulting in creating knowledge and formulating a strategy of development in Polish micro-enterprises. Journal of East European Management Studies, 374-396.
Cummings, T. (2010). Intervention strategies in management consulting. In Management Consulting Today and Tomorrow (pp. 297-320). Routledge.
Degeling, M., & Berendt, B. (2018). What is wrong about Robocops as consultants? A technology-centric critique of predictive policing. Ai & Society, 33(3), 347-356.
Denzin, N.K., & Lincoln, Y.S. (2012). Introduction: The discipline and practice of qualitative research. The Sage handbook of qualitative research. Thousand Oaks, CA: Sage.
Kabadayi, S., O’Connor, G. E., & Tuzovic, S. (2020). The impact of coronavirus on service ecosystems as service mega-disruptions. Journal of Services Marketing.
Leisen, R., Steffen, B., & Weber, C. (2019). Regulatory risk and the resilience of new sustainable business models in the energy sector. Journal of cleaner production, 219, 865-878.
Meithiana, I., Intan, N. H., & Sukesi, S. (2019). Customer loyalty: effects of sales information system, marcomm, and brandambassadors. Jurnal Studi Komunikasi, 3(2), 182-198.
Nissen, V. (2018). Digital transformation of the consulting industry—introduction and overview. In Digital Transformation of the Consulting Industry (pp. 1-58). Springer, Cham.
Odekerken-Schröder, G., Mele, C., Russo-Spena, T., Mahr, D., & Ruggiero, A. (2020). Mitigating loneliness with companion robots in the COVID-19 pandemic and beyond: an integrative framework and research agenda. Journal of Service Management.
Patiar, A., & Wang, Y. (2020). Managers' leadership, compensation and benefits, and departments’ performance: Evidence from upscale hotels in Australia. Journal of Hospitality and Tourism Management, 42, 29-39.
Reichstein-Scholz, H., Giroud, A., Yamin, M., & Andersson, U. (2021). Sales to centre stage! Determinants of the division in strategic sales decisions within the MNE. International Business Review, 101859.
Samiee, S., Shimp, T. A., & Sharma, S. (2003). Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379-397.
Saniuk, S., Grabowska, S., & Gajdzik, B. (2020). Social expectations and market changes in the context of developing the Industry 4.0 concept. Sustainability, 12(4), 1362.
Scherpen, F., Draghici, A., & Niemann, J. (2018). Customer experience management to leverage customer loyalty in the automotive industry. Procedia-Social and Behavioral Sciences, 238, 374-380.
Seifert, H., & Nissen, V. (2018). Virtualization of consulting services: state of research on digital transformation in consulting and future research demand. In Digital Transformation of the Consulting Industry (pp. 61-73). Springer, Cham.
Tuzovic, S., & Kabadayi, S. (2020). The influence of social distancing on employee well-being: A conceptual framework and research agenda. Journal of Service Management.
Copyright (c) 2021 International Journal of Science and Society
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.