Optimasi Volume Penjualan melalui Strategi Personal Selling Proaktif pada Industri Manufaktur Kayu Lapis

Abstract

The plywood manufacturing industry faces intense competition, requiring effective marketing strategies to boost sales. While digital marketing is prevalent, direct interpersonal approaches remain crucial in business-to-business contexts. This field practice research employed a qualitative case study approach at PT. Maju Jaya Sejahtera, a plywood manufacturer in Banyuwangi, East Java. Data were collected through participatory observation in door-to-door marketing activities, in-depth interviews with marketing staff and management, and documentation analysis of sales records, invoices, and delivery orders from January to December 2020. The company implemented a proactive personal selling strategy characterized by direct customer visits, product sampling, transparent pricing, and post-sales silaturahim (relationship maintenance). This approach addressed local market needs for quality assurance and trust, while export markets were served through separate international partnerships. Sales data indicated a 60% increase in 2020 compared to 40% in the previous year, despite pandemic-related disruptions. Proactive personal selling effectively builds customer trust and loyalty in the plywood industry, particularly when combined with consistent relationship maintenance and product quality demonstration. The strategy's success suggests that manufacturing firms should integrate direct selling approaches with digital presence for optimal market penetration.