Electronic Theses and Dissertation

Strategi personal selling sebagai konsep yang penting dalam membangun hubungan yang kuat antara penjual dan pembeli, menjadi fokus utama penelitian ini, terutama dalam konteks pemasaran digital yang semakin berkembang dan menuntut pendekatan yang lebih personal. Penelitian ini bertujuan untuk mengkaji strategi personal selling yang diterapkan oleh Joar Skincare dalam meningkatkan keputusan pembelian konsumen melalui fitur live streaming di akun TikTok @Joar.Skincare. Penelitian ini menggunakan pendekatan kualitatif deskriptif yang berfokus pada pengamatan dan wawancara mendalam dengan host live dan konsumen Joar di Kota Banda Aceh. Model pengetahuan persuasi diterapkan untuk menganalisis pengetahuan konsumen, taktik persuasi, skeptisisme konsumen, dan respon konsumen terhadap produk Joar. Hasil penelitian menunjukkan bahwa strategi personal selling berbasis interaksi langsung, transparansi, dan pendekatan emosional yang ramah mampu mengatasi skeptisisme konsumen terhadap produk skincare lokal. Keterlibatan host yang merespon pertanyaan konsumen, membangun pendekatan personal selling secara real-time dan memberikan solusi yang relevan dapat mempengaruhi keputusan pembelian secara signifikan. Faktor seperti penawaran diskon eksklusif dan testimoni turut menarik perhatian konsumen, namun hal ini tidak menjadi alasan utama, melainkan kemampuan host dalam menjelaskan produk dan membangun interaksi yang meyakinkan konsumen dalam melakukan keputusan pembelian. Penelitian ini menyimpulkan bahwa strategi personal selling melalui live streaming dapat menciptakan keputusan pembelian.
Kata Kunci: Personal Selling, Keputusan Pembelian, TikTok Live Streaming, Skincare, Model Pengetahuan Persuasi, Joar Skincare.

Personal selling strategy, as an important concept in building strong relationships between sellers and buyers, is the main focus of this research, especially in the context of the rapidly evolving digital marketing landscape that demands a more personalized approach. This study aims to examine the personal selling strategy employed by Joar Skincare to enhance consumer purchase decisions through live streaming on the TikTok account @Joar.Skincare. The research adopts a descriptive qualitative approach, focusing on observations and in-depth interviews with live-streaming hosts and Joar's consumers in Banda Aceh. The persuasion knowledge model is applied to analyze key aspects such as consumer knowledge, persuasive tactics, consumer skepticism, and consumer responses to Joar products. The findings reveal that personal selling strategies emphasizing direct interaction, transparency, and friendly emotional approaches effectively address consumer skepticism toward local skincare products. The engagement of hosts in responding to consumer inquiries, building real-time personal connections, and providing relevant solutions significantly influences purchase decisions. Factors such as exclusive discounts and testimonials also attract consumer attention, but these are not the primary reasons for purchase. Instead, the hosts' ability to explain product benefits, foster interactive communication, and build trust through personal engagement serves as the key driver in consumers’ purchase decisions. In conclusion, this study demonstrates that personal selling strategies through live streaming on TikTok can effectively drive consumer purchase decisions. Keywords: Personal selling, Purchasing Decision, TikTok Live Streaming, Skincare, Persuasion Knowledge Model, Joar Skincare.