Peran Karakteristik Individual dan Motivasi Dalam Kinerja Pemasaran Direct Selling (Studi Kasus : Karyah Barokah Pangsit Keripik Kupangq)

Abstract

This research aims to analyze the role of individual characteristics and motivation in direct selling marketing performance by Karya Barokah Pangsit Kupangq, with a focus on a qualitative approach, using participatory methods where researchers are directly involved in a group consisting of 5 people for 4 months. at Karya Barokah Pangsit. This method was chosen because it allows researchers to gain a deep understanding of the phenomenon under study, as well as allowing a comprehensive exploration of complex and subjective factors such as individual characteristics and motivation. The results of this research show that direct selling marketing can be said to be good, seen from communication skills, product knowledge, creativity and empathy in making direct offers and sales. Consumer buying interest is said to be good when seen from the consumer's attention, interest, desires and actions regarding offers and direct sales. It was found that there is a positive influence between direct selling on consumer buying interest. This is because consumer buying interest is influenced by the ability of the sales force and interpersonal relationships between buyers and sellers in offering and making direct sales.

Keywords: Marketing, Direct Selling, Purchase Interest