PERSONAL SELLING STRATEGY AT PT.

SATELIT TV
PURWOKERTO

INTERNSHIP REPORT

By:

ADE SANTOSA
C0D015027
MARKETING

MINISTRY OF RESEARCH, TECHNOLOGY AND HIGHER EDUCATION

UNIVERSITAS JENDERAL SOEDIRMAN
FACULTY OF ECONOMICS AND BUSINESS
D III OF INTERNATIONAL BUSINESS PROGRAM
PURWOKERTO
2018

i
 PERSONAL SELLING STRATEGY AT PT. SATELIT TV
PURWOKERTO

INTERNSHIP REPORT

Submitted to fulfill one of the conditions of study

accomplishment at D III of International Business Program

By:

ADE SANTOSA
C0D015027
MARKETING

MINISTRY OF RESEARCH, TECHNOLOGY, AND HIGHER EDUCATION

UNIVERSITAS JENDERAL SOEDIRMAN
FACULTY OF ECONOMICS AND BUSINESS
D III OF INTERNATIONAL BUSINESS PROGRAM
PURWOKERTO
2018

ii
 ENDORSEMENT

This internship report has been made by :

Name : ADE SANTOSA

NIM : C0D015027

Concentration : MARKETING

Title : PERSONAL SELLING STRATEGY AT PT. SATELIT TV

PURWOKERTO

The format and content of this report are acknowledged and comply with the program’s

requirement.

Board Examiners :

1. Alisa Tri Nawarini,SE ,MBA.

2.

3.

Acknowledged
Diploma III of International Business Program
Faculty of Economics and Business Universitas Jenderal Soedirman

Head of Study Program Advisor

Dr. Diah Setyorini Gunawan, M. Si Alisa Tri Nawarini,SE, MBA

NIP. 198106090 200604 2 001 NIP. 19831012 200912 2 003

iii
 ACKNOWLEDGEMENT

The writer of this project would like to express his endless gratitude and

appreciation to everyone who made this long, challenging and great journey of

completing this report project easier and more enjoyable. I would like to thanks to Allah

SWT fo blessing, giving support and cakmness while doing this report project. I believe

that without Your power and love, I would not able to complete this intership report

which titled is “Personal Selling Strategy at PT SATELIT TV Purwokerto “ arranged to

fulfill one of conditions for study compliment D-III International Business Progam,

Faculty of Economics and Business , Jendral Soedirman University.

The succes of the writer in complimenting the intership report because of

the guidance, direction, motivation and support was obtained drom many parties. In this

chance the writer say thanks a lot sincerely to :

1. Dr. Pramono Hariadi, MS, as Dean in Faculty of Economics and Business

Jendral Sodirman University.

2. Dr. Diah Setyorini Gunawan, SE, M.si, Ak, as as the Chairman of Diploma III

International Business Department in Faculty of Econnomic and Business,

Jendral Soedirman University.

3. Mrs Alisa Tri Nawarini,SE, MBA. As my Advisor thank you for the guidance,

patience and support throughout the process of completing this report project.
4. Mrs Sulistyandari,SE.,M.Si. as my academic advisor who always give me

support, motivation, and solution.

5. All lecturer and staff/official who helped writer in lecturing process in

Faculty of Economic and Business, Jendral Soedirman University.

6. Mr Rusdianto as Directur Marketing PT. SATELIT TV who assist and guide

me during the inteship.

 7. Big thanks to my beloved Dad and Mom , my Brother and my Sister who

have supported and prayed for the completion of this report project. This

report project would have not been the same without your patience, support,

love, and kidness.

8. All classmate in Internationl Business 2015 thank you for hanging out and

getting food while completing this report project. Thank you for your endless

support and effort of a creating an amazingly relxsing atmosphere when i was

struggling with this report project. Thank you for encouraging me as well.
9. Thank you for my crazy alive friends, Dimas, Fachran, Ardi , Filda, Lucas

maora, Agus and Ocha .

10. Last but not least, the writer would like to thank for all people who have

helped me during the writing of this intership report and during my study in

UNSOED.

Finally the author understand that this report far from perfect. I do hope this

report will give benefits to all users. Thank you so much for everything.
Purwokerto,

Ade Santosa

TABLE OF CONTENT

TITLE...................................................................................................................................I

ENDORSEMENT..............................................................................................................III

INTERNSHIP REPORT....................................................................................................IV

ACKNOWLEDGEMENT..................................................................................................V

TABLE OF CONTENT.....................................................................................................VI

ABSTRACK...................................................................................................................VIII

CHAPTER I INTRODUCTION
 A. Background...............................................................................1

B. The Aims of Internship.............................................................4

C. The Benefit of Internship..........................................................4

D. Procedure of Internship...........................................................5

E. Internship Activity....................................................................5

CHAPTER II LITERATURE REVIEW

A. Definition of Marketing............................................................8

B. Definition of Communication Mix.........................................10

C. Definition of Personal Selling................................................12

D. Personal Selling Process.........................................................13

CHAPTER III COMPANY REVIEW

A. Brief History of The Company...............................................16

B. Overview of The Next Year of PT Satelit Tv Purwokerto......17

C. Vission and Mission of PT Satelit Tv Purwokerto..................18

D. Location of PT Satelit Tv Purwokerto....................................19

E. Organization Structure............................................................20

F. Job Description of PT Satelit Tv Purwokerto..........................21

CHAPTER IV INTERNSHIP SCOPE

A. Internship Activity..................................................................27

B. Personal Selling Process for Satelit Tv Purwokerto...............28

C. Finding....................................................................................34

CHAPTER V CONCLUSION

A. Conclusion..............................................................................36
 B. Suggestion...............................................................................36
BIBLIOGRAPHY

APPENDICES

ABSTRACT

Personal Selling is the most effective tool at certain stages of the buying process,

particularly in building up buyers preferences, convitions and actions. It involves

personal interaction beetwen two or more people, so each person can observe the other’s

needs and charateristics and make quick adjustment. Personal selling process consist of

steven steps, which are : Prospecting and Qualifying, Pre-approach, Approach,

Presentation and Demonstartion, Handling Objection, Closing, and the last is Follow-

up. Personal selling also allows all kinds of customer relantionship to spring up, ranging

from matter-of-fact-selling relationships to personal friendship. An effective salesrespon

keeps the customer’s interests at heart to build a long term relationship by solving a

customer’s problems. The purpose of writing this report to find out how can do effective

and succesfull personal selling strategy at PT SATELIT TV Purwokerto.

Keyword : Marketing, Marketing Communication, Personal Selling

 BAB I

INTRODUCTION

A. Background

Nowdays the communication media in Indonesia is experiencing very rapid

development, whether it is print media or electronic media. One of the communication

media that developed very rapidly is television. This rapid development is used by an

entrepreneur to establish a television station and make it the number one in this country.

They are competing to show an interesting program and with the guest star who is being

loved by the audience of course. The development of audio-visual communication

media is not only felt by the national television only, but the television in the local-scale

areas have started to flourish and enliven the communication market in Indonesia. As

well as national television stations, local-scale television must also be able to display

programs that appeal to its viewers.

The growing television companies today require good management in

running their companies. not just good management, but also needed a good marketing

communication strategy. Marketing is a social and managerial process whereby

individuals or organizations obtain what they need and want through the creation and

exchange of values with others, good marketing can not work without good

communication. Good communication is what is needed to deliver the message from the

company to the consumer, because communication and marketing are inseparable

things.
 The development of communication media in Purwokerto has given birth two

television stations with different colours and characteristics television stations that are

SATELIT TV and BANYUMAS TV. With different characteristics but the same cultural

background they are competing to be a television station in Purwokerto. The station has

its flagship programs that are their weapons to attract consumers / viewers to watch and

also get clients in the realm of cooperation .

To win the competition, a company can employ communication strategy that

consist of advertising, public relations, personal selling , sales promotion , and direct

marketing . This is tools that the company uses to persuasively communicate customer

value and build customer relationship. The five major promotion tools are defined as

follows.

Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods,

or services by an identified sponsor.

Sales promotion: Short-term incentives to encourge the purchase or sale of a product or

service.

Personal Selling: Personal presentation by firm’s sales force for the purpose of making

sales and building customer relationship.

Public Relationship: Building good relations with the company’s various publics by

obtaining favorable publicity.

Direct Marketing: Direct connections with carefully targeted individual consumers to

both obtain an immediate response and cultivate lasting customer relationships.

 Satelit Tv is the only television station in Purwokerto. Satelit Tv seeks to

improve its audience segment by presenting the events of interest by the community.

Besides Satelit Tv opens opportunities for companies who want to advertise, promotion.

With the events that attract the attention of the public, it is expected the audience

segment of Satellite tv multiply. In search of advertisers, many processes of

communication strategies go through such as Personal selling.

Personal selling is the marketing of a product or service in which the seller

meets directly with the buyer to explore the prospect (opportunity) of purchase. the

main thing that is prepared in personal selling activities as part of the marketing method

is the incentive given to a qualified salesperson based on the skills it has on the ability

to "persuade" consumers to buy (Chandra, 2005 : 208). Managing a promotional mix

involves many factors. A business person may choose to use any promotional mix

device and must decide to allocate the resources available to each element. Some of the

things that the organization should consider when deciding the promotion mix are the

type of product or service sold, the value of each unit of the product or service, and the

budget allocated for the promotion mix. (Marks, 2000)

One of communication strategy by SATELIT TV Purwokerto is Personal

Selling. Personal Selling is the most effective tool at certain stages of the buying

process, particularly in building up’buyers preferences,convitions,and actions. It

involves personal interaction beetwen two or more people, so each person can observe

the other’s needs and charateristics and make quick adjustment. Personal selling also

allows all kinds of customer relantionship to spring up, ranging from matter-of-fact-

selling relationships to personal friendship. An effective salesrespon keeps the

customer’s interests at heart to build a long term relationship by solving a customer’s

problems. Finally, with personal selling, the buyer ussualy feels a greater need listen and

respond.Personal selling process is an important way to find a new customer. the better

personal selling process, the more customers can get. based on explanation above, the

writer was interested to compile intership report entitled “ PERSONAL SELLING

STRATEGY AT PT SATELIT TV PURWOKERTO “

B. Aims Of Internship Report

1. In general, this intership is done to meet the requirements to complete

education in the Diploma III progam majoring International.

2. To know and to understand marketing strategies especially in the personal

selling process used by PT SATELIT TV Purwokerto.

3. To develop the specialty-skills and consolidation of knowledge in the study

related workplace.
4. To see and knowing how to work marketing in the real work-life
5. To insight and exposure to actual working life, an experiental, foundation to

their career choises, and the chance to build valuable business networks.
C. Benefit Of Internship
a. For Student
1.) As a facility to apply the theoritical knowledge obtained by the

student during the formal lessons at university.

2.) To complete the requirement for studying accomplishment at DIII on

international Business Progam, University of Jendral Soedirman,

Purwokerto.
3.) To improve, broaden, and increase knowledge, experience, and skill

in order to prepare for the real work.

4.) To improve students professional ability at work.
5.) To increase the graduate profesionalism.
b. For University
 1.) This Internship report can be additional reference for the students at

Scientific Information Center (PII), Faculty of Economy and

Business, Jendral Soedirman University.

2.) Internship activity provides real experiencefor the graduates.
c. For Company
1.) Internship activity can give contribution and assistance to company

during the intership.

2.) To make good relantionship between the company, faculty, and

student.
D. Procedure of Internship
1. Proposed internship proposal to the Head of DIII International Business

Progam.
2. Obtained brief work orientation before the intership began.
3. Carried out intership for 1 month at PT SATELIT TV Purwokerto.
4. Being monitored by the adviser.
5. Complicated the intership report.
E. Internship Activity
1. Applying phase
a. Searching for agencies or companies that would be a place intership
b. Make an intership proposal if requested by the agencies
c. Requesting a license to carry out intership the academic part.
1) Institution : PT. SATELIT TV Purwokerto
2) Address : Jl Dr. Angka No. 79 Purwokerto
3) Time : January 22nd - February 24th, 2018

2. Impelementation
a) Internship is held on January 22 - 24 february. The day of the applicable

working hours is Monday at 09.00 WIB until the appointed time.

b) Before starting an apprenticeship, the writer is advised to make the

Intership Report and collect to the Satellite TV office of Purwokerto. the

author is placed in the Marketing section. because basically focus on

marketing majors and meet with Mr. Ato as Directur Marketing.

c) At the time of apprenticeship, the author requests an internship

application form. attendance of internship (absentee), apprenticeship

realization report, apprenticeship appraisal, until receipt of submission

 of internship report in part of Bapendik . The files will be submitted to

the company and taken so that they become the completeness of the

author's apprenticeship documents.

d) Job Activities :
A. First week
a. Company Orientation.
b. Introducing myself to the company.
c. Implement the requirements of intership.
d. Work placement.
e. Evaluation
B. Second week
a. Join the briefing in the morning.
b. Visiting each sub division.
c. Division of company/mapping area to be visited.
d. Visited in NASMOCO Purbalingga accompany.
e. Evaluation.
C. Third week
a. Join the briefing in the morning.
b. Get the instruction from the head of marketing.
c. Division of each task
d. Send a letter of advertising agreement that has been agreed with the
company
e. See live talkshow Satelit TV in Desa Karangrau
f. Evaluation after work
D. Fourth week
a. Join the briefing in the morning.
b. visiting every village in Purwokerto and surrounding areas.
c. Meet with clients who will advertise.
d. Create audiences report in Barlingmascakeb
e. Farewell with company.
 CHAPTER II

LITERATURE REVIEW

A. Marketing

Marketing is a process and managerial that make an individual or group

get what they need and what they want with creating, offering ,or selling, and

exchanging valuable product to the other individual or all the activity about

delivery the product and service. the system of activities that related to design,

determine the price, promotion, and distribution customer or group (Rivai, 2012:7

). Another description of marketing is the activity, set of intructions, and process

for creating, capturing, communicating, delivering, and exchanging offering taht

have value for customers, clients, partners, and society at large (Michael Levy,

2012:4)

Although we will soon explore more-detailed dfinitions of marketing,

perhaps the simplest definition is this one: Marketing is managing profitable

customer relationship. The twofold goal of marketing is to attract new customers

by promising superior value and keep grow current customers by delivering

satisfaction (Kotler & Amstrong, 2011:4)

Marketing is commonly misunderstood as an ostentious term for

advertising and promotion; in reality it is far more than that. This prospection is

not many ways unreasonable, advertising and promotion are the major way in

which most people are exposed to marketing, However, the term “marketing”

actually covers everything from company culture and positioning, through market
research , new business or product development , advertising, and promotion, PR

(public or press relations) , and agruably all of the sales and customer service

functions as well. (Whalley, 2010:9)

Here are 5 different concepts of marketing, each of which vary in the

function that they deal with. For example – production concept deals with
production and selling concept deals with selling. Each of the concept was
developed as per the need of the market. As the market changed, so did the
concepts of marketing. And today, we have an opportunity to look at all 5
concepts of marketing and what they represent (Kotler, 2005 :15) Those concept
are :
1) Production Concept

Consumers prefer products that are widely available and inexpensive. The
production concept is more operations oriented than any other concept.

2) Product Concept

Consumers favor products that offer the most quality, performance, or

innovative features. The product concept believes in the consumer and it says
the consumers are more likely to be loyal if they have more options of
products or they get more benefits from the product of the company.

3) Selling Concept

Consumers will buy products only if the company aggressively promotes or

sells these products. Off course, in this era of marketing, we know that selling
is not the only tactic to sell your product. You have to focus on marketing as
well.

4) Marketing Concept

Focuses on needs/wants of target markets & delivering value better than

competitors. The marketing concept believes in the pull strategy and says that
you need to make your brand so strong that customers themselves prefer your
brand over every other competitor. This can be achieved through marketing.
 5) Societal Marketing concept

Focuses on needs / wants of target markets & delivering value better than
competitors that preserves the consumer’s and society’s well-being.

B. Communication Mix

Marketing is a broad business function that includes product research and

development, merchandising and distribution processes and pricing, as well as

communication or promotion. According to Kotler (2006:536) The communication

mix refers to specific methods used to promote the company or its products to

targeted customers. Some depictions of the promotional mix include five elements :

1. Advertising

Advertising is often the most prominent element of the communication mix.

In fact, marketing and advertising are often misconstrued as the same thing.

Advertising includes all messages a business pays to deliver through a medium

to reach a targeted audience. Since it involves the majority of paid messages,

companies often allocate significant amounts of the marketing budget to the

advertising function. While it can be costly, the advertiser has ultimate control

over the message delivered, since it pays the television or radio station, print

publication or website for placement.

2. Personal Selling

Personal selling is sometimes integrated with the direct marketing element.

However, many companies make such extensive use of a sales force that it is
important to consider this component distinctly. Distribution channel suppliers

use salespeople to promote products for resale to trade buyers. Retail salespeople

promote the value of goods and services to consumers in retail businesses.

Selling is more emphasized by companies that sell higher-end products and

services that require more assertive efforts to persuade customers to buy.

3. Sales Promotions

Sales promotions are similar to advertising in that they are often promoted

through paid communication. However, sales promotions actually involve

offering a discounted price to a buyer. This may include coupons, percent-off

deals and rebates. Along with ads to promote deals and coupon mailers,

companies use exterior signs and in-store signage to call customer attention to

the discounts. Goals of this communication tool include increasing revenue and

cash flow, attracting new customers and clearing out extra inventory.

4. Public Relations

Public relations is sometimes somewhat similar to advertising in that much

of it involves messages communicated through mass media. The major

difference is you don't pay for the time or space for the message. A television or

newspaper feature story mentioning a business, for instance, isn't paid for and

can provide brand exposure. The downside of PR is that you don't always

control the messages. You can try to influence them through press releases and

invites for media coverage, but the media could put a negative spin on the story.

5. Direct Marketing
 Direct marketing includes some aspects of both sales promotions and

personal selling. It is interactive communication with customers where the

company's message seeks or implores a response from targeted customers. E-

mail and direct mail are common formats. These messages are sent to customers

with special offers or calls to action, often promoting limited-time deals or new

product launches. Mail-order clubs, online or print surveys and infomercials are

other examples of direct marketing communication.

C. Personal Selling
Personal selling is the two-way flow of communication between a buyer

or buyers and a seller that is desaigned to influence the buyer’s purchase

decision. Personal Selling can take place in various situations : face to face, via

video teleconferencing, on the telephone, or over the internet (Grewal and Levy

2012:586)
Personal selling is one of the oldest professions in the world. The people

who do the selling go by many names, including salespeople, sales

representatives, agent, district managers, account exceutives, sales consultans,

and sales engineers. Personal selling is the interpesonal arm of the promotion

mix. A company’s sales force and communicates customer value through

personal interactions with customers. it is a personal presentations by the firm’s

sales force for the purpose of making sales and building customer

relanthionship.Here, we focus on the more creative types of selling and the

process of building and managing an effective sales force Kotler & Armstrong,

2011:464).
Personal selling occurs when a company representative interacts directly

with a customer of prospective consumer to communicate about a good or

 service. this form of promotion is a far more intimate way to talk to consumer.

Another advantage of personal selling is that salespeople are the firm’s eyes and

ears in the marketplace (Solomon, Marshall, & Stuart, 2003:451). Personal

selling is adirect communication (face to face) between the seller and the

prospective customers to introduce a product to potential customers and

established customers for understanding the product, so they will try to buy it

(Tjiptono, 2000: 224).

D. Personal Selling Process
According the definition above, we can conclude that the definition of

personal selling process is the process of transaction involving product, rights or

service distribution, is the cas exchange, payment aggrement, or any way of

agreed way of paying, or their combination that is done by direct communication

(face to face) between the seller and the prospective customers to introduce a

product to potential customers and establish customers for understanding the

product, so they will try to buy it. According to Kotler and Amstrong (2008) ,

Personal selling process consist of steven steps, which are :

1. Prospecting and Qualifying
Prospecting and qualifying is identifying qualified potential customers.

Approaching the right potential customers is crucial to the selling success. The

salesperson must often approach many prospects to get only few sales.

Although the company supplies some leads, salesperson need skill in finding

their own. Prospect can be qualified by looking at their financial ability,

volume of business, special needs, location, and posibilities for growth.

2. Preapproach
Before calling on a prospect, the salesrperson should learn as much as

possible about the organization (what it needs, who is involved in the buying)
 and its buyers (their charateristics and buying styles). Preapproach begins with

good research. The salesrespon can consult standart industry and online

sources,acquaitances,and others to learn about the company. Then the

salesperson must apply the research to develop a customer strategy.

The salesperson should set call objectives, which many be to qualify the

prospect, gather information, or make an immediate sale. Another task is to

determine the best approach, which might be a personal visit, a phone call, or a

letter or an e-mail. The best timing should be considered carefully because

many prospects are busiest at certain times. Finally, the saleperson should give

throught to an overall sales strategy for the account.

3. Approach
During the approach step, the salesperson should know hpw to meet and

greet the buyer and get the relantionship off to a good start. This step involved

the salesperson’s apprearance, opening line, and follow-up remarks.

4. Presentation and Demonstartion
During the presentation step of the selling process, the salesperson tells

the “value story” to the buyer, showing how the company’s offer solves the

customer’s problems. Salespeople must also plan their presentation methods.

Good interpersonal communication skills count when it comes to making

effective sales presentations.

5. Handling Objections
In handling objection, the salesperson should use a positive approach,

seek out hidden objections, ask the buyer to clarify any objections, take

objections as opportunities to provide more information, and turn the

objections into reason for buying.

6. Closing
After hadling the prospect’s objections, the salesperson now tries to close

the sale. salespeople can use of several closing techniques.They can ask for
 the order, review points of agreement, offer to help write up the order, ask

whether the buyer wants this model or that one, or note taht the buyer will

lose out if the order is not placed now. The salesperson may offer the buyer

special reasons to close, such as a lower proce or an extra quantity at no

charge.
7. Follow-Up

The last step in the selling process, follow-up, is necessary if the

salesperson wants to ensure customer satisfaction and repeat business. Right

after closing, the salesperson should complete any details on delivery time,

purchase terms, and other matters. The salesperson the should schedule a

follow-up call after the buyer receives the initial order to make sure proper

instalation, instruction , and servicing occur. Personal Selling process then

can be see as follow :

Presentation
Prospcting and Preapproach Approach and
Qualifying Demonstration

CHAPTER III
Follow- Up Closing Hadling Objections

COMPANY OVERVIEW
Table 1.1 Personal Selling Process

A. Brief History of The Company

Television is one of the media that has the function to mentrasnformasi,

education, and entertainment. Both national and local television, such as the

Satelit TV that has been rapidly growing in Purwokerto.

 Held on 11th july 2014 Satelit TV set up by Yessica Nooviani officially

has the deed of establishment of satellite tv broadcast coverage area is

banyumas, cilacap, banjarnegara, purbalingga, kebumen and surroundings. The

intention of establishment of PT. Satelit TV Nusantara is a media of information

and entertainment of society main choice specially in Banyumas and its

surroundings. With the enactment of Law No 32 tahun 2002 concerning

Broadcasting and Regulation of Government of Republic of Indonesia number

50 year 2005 concerning Private Broadcasting as a legal umbrella for private

television presence, has given opportunity to region to take part in conveying

information and entertainment that concern on regional progress. Based on the

above thinking, then the management established PT. Satelit Television

Nusantara as a legal entity of Broadcasting Institution of Private Television

Broadcasting Services in Purwokerto, especially in Purwokerto west.

Access office address and Satelit TV Studio at Jl. Dr. Angka No. 79

Purwokerto, RT 004 RW 012 Bancarkembar Village, District of Purwokerto

Utara, Banyumas Regency, Central Java Province. This strategic location makes

Satelit TV easy to reach by anyone from any direction. Based on geographical

location Banyumas Regency is one part of Central Java province, located

between: 1080 39'17 '' - 1090 27'15 '' East Longitude, 70 15'05 '' - 70 37'10

South Latitude. Banyumas Regency consists of 27 sub-districts and bebatasan

with several districts, namely: Northside with Tegal and Pemalang Regency;

East with Purbalingga Regency, Banjarnegara Regency with Kebumen Regency;

 South by Kebumen Regency; South side with Cilacap Regency; West side with

Cilacap Regency with Brebes Regency.

B. Overview of the next 5 years work plan Satelit TV

a) Section 1: Building studio devices, broadcasting techniques, means,

and infrastructure of broadcast networks, broadcast programs, and

human resources. the company has not targeted profit in the first year.
b) Section 2 : Developing and reminding the quantity and quality of

studio tools, broadcasting techniques, broadcast programs, suggestions

and services, human resources and expansion of the company's

distribution area are targeted to start earning significant advertising

revenue for business sustainability.

c) Section 3 : Build partnerships and stakeholders. the company has a

target can achieve Break event point (BEP).

d) Section 4 : Fostering partnerships with stakeholders the company

targets this fourth year to earn profits from investments.

e) Section 5 : Developing business diversification, maintaining the growth

of Satelit TV companies and sharing share dividends to shareholders

and employees.
C. Vision and Missions

1. Vision
Become a private broadcasting agency capable of providing spectacle and

demands for society ex Banyumas Residency and surrounding.

2. Missions
Become a private broadcasting institution that can become the main

reference in terms of information and entertainment for the community in the

ex Residency Banyumas Plus.

 a. Create and present creative, quality, educational, typing, and

entertaining event programs that can be enjoyed by the community.

b. To present quality broadcasts we prepare technical equipment in

accordance with predetermined standards.

c. Coordinate good coporategovernance in management and finance. to

make this program successful, we prepare and put human resources in

accordance with quality and competence. in addition to the existing

human resources will continue to be honed with training to improve

quality and quantity of work

d. As local television, then the priority of local content of 80% and 20%

from outside thus expected to provide excellent service for the

community.
D. Location of PT SATELIT TV Purwokerto

Name : PT SATELIT TV Purwokerto

Addres : Jl. Dr. Angka No. 79 Purwokerto, Banyumas, Central Java

Telephone : (0281) 623099

Fax : (0281) 623388

Website : www.satelitnews.co
 E. Organizational Structure

PT. SATELIT TELEVISI NUSANTARA

KOMISARIS
Ida Indrawat

DIREKTUR UTAMA / PLT

Yessica Noviani / Armoenanto Soenggono

SPI DIREKTUR OPRASIONAL Sekretaris Perusahaan

Ida Indrawat Zunianto Subekt Restu Aji P.

HRD
Ardi Hartoko

PEMIMPIN REDAKSI MANAGER PRODUKSI MANAGER MARKETING MANAGER TEKNIK QUALITY CONTROL KEUANGAN UMUM
Obi Suharjono Edoz Sarwadiono Rasdianto Restu Aji P
Sarwadiono Edoz Restu Aji P.

TIM LIPUTAN KOORDINATOR PRODUKSI AE CILACAP

1.Damar Nurani (BMS) TIM TEKNIS/ MAINTENANCE
GAYUH PS. Marwoto
2. Tarnowo (PBG) Prayogi Hutami
3. Fitria Nur B (BJR)
4. Ulul Azmi (CLP)

TIM PRODUKSI AE PURBALINGGA/ BANJARNEGARA MCR 1

1. Galih Pambudi Indra Sugiarto Baharuddin Yusuf M
2. Bernanda AH.
3.KOORDINATOR
Catur KS. EDITOR
NEWS PRESENTER
Asep
4. Erwin F. Triyanto
5. Wulan Gita A STAF ADMINISTRASI IKLAN MCR 2
1.UHTI AHYA HAMIDAH
Mugi Haryadi Prahastomo Indra
2.Annisa Ayu

SECURITY TOWER
1. Suyanto
Figure 2.1 Sturcture Organizaton of PT SATELIT TV Purwokerto
2. Aan Seta
EDITOR
1. Citra Ningsih
2. Luqman SN.
3. Yeva Edenia PC.
4. Awan Yustra
F. Job Description of PT. SATELIT TV

1. Commissioner :
The Commissioner is the person who heads the entire director, and he is

responsible for all production activities until broadcast.

2. The President Director :
Is the person who heads the two field directors, the program & production

director and the finance director. Responsible for the results of the work of the

directors
3. Director Operational :
Responsible in and out of its activities as a support division
productivity in the field of editorship by coordinating with the Chief Editor,

Deputy Head or representative and Finance and Advertising Division may

perform personnel recruitment for administrative tasks.

4. SPI (Internal Control Unit) :
a. Prepare and implement the Annual Work Plan and Budget Audit.
b. Reporting the Annual Realization of Work and Annual Audit Budget on a

quarterly basis to the President Director and the Board of Commissioners.

c. Test and evaluate the implementation of internal control system and risk

management in accordance with company policy.

d. Provide objective recommendations and information about Auditee activities

at all levels of management for improvement of company performance.

5. Company Secretary :
Is to assist the leadership in performing daily tasks, both routine and special.

Routine tasks are common daily tasks performed by a secretary without the need

for orders from the boss.

6. HRD :
The HRD division plays a role in the recruitment, empowerment and

management of human resources administration.

7. Editor in Chief :
a. Are responsible for the mechanism and work activities of editorship and
the ranks of the downward editing.
b. Follow up on the policy of the General Superior to appoint and dismiss his

or her personality.
8. Team Coverage:
The organizational structure of the television news section usually consists of a

number of positions, such as news directors, executive producers, producers,

coverage coordinators, reporters, cameramen, drivers, etc. But the effectiveness

of news coverage of news coverage of a television station largely depends on

those who work in field-coverage field-consisting of reporters and cameramen.

9. Presenter :
a. Uncover background background "background information".
b. Explain the linkage of news one with other news.
c. Explores the issues behind events and news.
d. Opening a broader horizon of understanding from readers / audiences.
10. Manajer Production :
a. Planning and organizing production schedules.
b. Designate product quality control standards.
c. Supervise the production process.
11. Production Coordination :
Coordination all production.
12. Production Team :
The team in charge of / preparing the things required in the production activities.
13. Editor Koordination :
Responsible for operating and maintaining video tape / editor equipment for

recording, playback, and editing purposes. Served in the postproduction section,

evaluating on video / image or often called an editor.

14. Editor :
Editor in charge of giving TOR / outline to the reporter according to the results

of editorial meeting. Each editor should provide field technical guidance to the

reporter before being on duty to cover an issue.

15. Manajer Marketing :
a. Planning a marketing strategy taking into account market trends and company

resources.
b. Planning marketing research is to follow market developments, especially on

similar products from competing companies.

c. Conduct market opportunity analysis planning.
16. AE ( Account Executive ) :
a. As the executor to find clients who will create ads with the help of the agency

where he works.
b. Conduct supervision and coordination of work undertaken by relevant

departments so that the development of campaigns according to plan,

deadlines, and budget.

17. Staff Administration for advertising :
a. Collect advertiser results data.
b. Processing ad data / reports.
c. Create daily reports.
d. Setting up an Ad schedule to show.
18. Manajer Technic :
The technical manager is responsible for overseeing all the technical work of the

broadcasting station and all technical facilities of the station in respect of the

equipment and services required for broadcasting.

19. Technic Team :

Determine the concept of a television program, ranging from the concept of

magnitude to the small details.

20. MCR ( Master Control Room ) :
MCR In general, the task of a broadcasting operator (commonly called Crew

Master Control or MC) is to broadcast a program that has been composed and

keep the smoothness of the broadcast program qualitatively.

21. Security :
 a. The implementation of security tasks thoroughly the work location, both

inside and outside the office for all activities of the company can run safely,

smoothly and no interference.

b. Implementation of supervision on cleanliness, and the beauty of work

location, both inside and outside the office.

c. Prevention of crime in various forms and modes.
22. Quality Control :
Basically ,control the quality of program impressions (events) that will be aired

on TV stations.
23. Finance :
A financier must understand the accounting cycle of performing the standard

procedure of the accounting cycle and understand the financial system that is in

the form of either advance submission, reporting of the use of advances and the

receipt and expenditure of money on bank accounts and on the treasury.

24. Administration :
On the broadcasting station in charge of providing various needs related to the

administrative functions as well as other organizations in general. The

administrative responsibilities are managing human resources, accounting or

bookkeeping, payroll and budget management.

 BAB 4

INTERNSHIP SCOPE

A. Internship Activities
This report is the result of the Field Work Practice program held on Jl. Dr

Angka No. 79 Purwokerto. This report is the result of a five-week internship at PT

SATELIT TV Purwokerto starting on February 22 - March 24, 2018. The working

day is 8 hours from 09.00 to 19.00 for 6 days from Monday to Saturday. During the

Internship program, the authors are placed in the Marketing Division and are

assigned several tasks by the Marketing Director to assist and the author engage in

such activities:
a. Companies Orientation
In the first step, Marketing Director introduces all parties and activities to

apprentices in general. it is included as daily routine, all divisions and

 responsibilities, visiting every sub division place and all parts of PT Satelit TV

Purwokerto. Then the Internship participants made a presentation about their

Intensity Scope to put them into their division.

b. Learn all of each division in PT Satelit TV company Purwokerto
First we have to know all the jobs from PT Satelit TV Purwokerto like

marketing, production, adminstration, etc. And we are focused on the marketing

division that include various communication strategies in getting client /

Advertisement.
c. Marketing Strategy at PT Satelit TV Purwokerto
At this stage the author is accompanied by the marketing director and assigned

to look for clients / advertisers from companies in BARLINGMASCAKEB

(Banjarnegara, Purbalingga, Banyumas, Cilacap, Kebumen) whether individuals

or groups / government agencies. Because in general the marketing division

that supports the management and development of program marketing event

because of the need to market the program to the company or client, which aims

to earn revenue for Satelit TV so that the client is willing to market the product

or service that is by advertising. Marketing programs include marketing actions

that may affect the interests of commercial advertisers such as changing prices,

modifying ad campaigns to tailor campaigns, designing special promotions and

more. In application, marketing programs are often integrated or jointly

implemented, but sometimes there are situations where marketing managers

must choose the best marketing program due to budget constraints, to get

commercial advertisers marketing Satelit TV to create advertising procedures

including the price, the advertisement spots that advertisers will get. In this case
 the ad depends on the price list that has been provided by the Satelit TV or in

accordance with the type of advertising.

B. Personal Selling Process for Satelit TV Purwokerto

In implementing personal selling Satelit TV maximizes manpower and

provides motivation to generate work morale. Personal selling is specifically

applied to prospecting, approaching, presentation to after sales service so Satelit

TV can meet the needs of prospective clients and customize the program offered.

One advantage that can be obtained with the implementation of personal selling

is Satelit TV can tailor the program offered to prospective clients based on input

provided by a marketer through a personal selling system.

Then Satelit TV can change or add an existing program of events to suit the

needs of prospective clients. In this case the Satelit TV through marketing circles

tend to do more direct presentation to large scale corporate advertisers for

relatively small companies are not done presentation most advertisers directly

come to the office to seek information directly, Mr Ato said: "There are some

parties who ask us for the presentation of what the program we offer or what kind

of system we are working on and we can have this for our big company example

yesterday Purbasari same for small companies baseball, usually come directly,

but for our rules use the MOU ".

 This method of personal selling can run well, therefore need to do the stages

for the personal selling process. The stages of the personal selling process

include seeking prospective clients and conducting qualifications, preparation of

approaches, presentations, overcoming close marketing objections, and follow-up

and maintenance. The process of Personal selling can be see in the figure bellow:
Presentation
Prospcting and Preapproach Approach and
Qualifying Demonstration

Follow- Up Closing Hadling Objections

The Explanation for every process are as follow :
a) Prospecting and Qualifying
Table 1.1 Personal Selling Process
Seeking prospective clients is the stage in the Satelit TV marketing process,

where the initial phase is to qualify potential clients, and to intensively approach

the majority of people. From start individuals and companies, both large

companies and small company. The seller already has several prospect lists of

customer , so it usually makes them focus based on the list.

b) Preapproach
It is a step where Satelit TV learns as many potential clients as possible

before making an appointment. The information needs of the prospective client

as well as the personal characteristics and buying style of the prospective client.

The characteristics of the client vary in both personal and corporate. For

example, there are 2 companies that the authors compare (dirty chick with Caplin

motor) Dirty chick is a restaurant that sells chicken food etc and Caplin motor is

a business of buying and selling new and second motor. The comparison of

selling food products and motorcycles are different characters in selling it, for

Presentation
Prospcting and
Follow- Up Closing and
Hadling Objections
Preapproach Approach
Qualifying Demonstration
Table 1.1 Personal Selling Process
 companies that sell their food products must sell with a high frequency, of course

they hope the cheap advertising price is cheaper.

c) Approach
The stage by which Satelit TV tells about the product to the prospective

client, and keeps trying to get the attention of interest in generating action from

prospective clients through persuasive approach. To explain the benefits that

clients will get in accordance with their needs. This process is very important for

salespeople marketing Satelit TV. They should know how to meet and greet

buyers and start relationships with a good start. This step involves the appearance

of salespeoples, the opening line, and following up the first impression is very

important for the prospect of the customer.

On Satelit Tv, uniform is an obligation. Every day salespeople wear shirts

with Satelit TV logo and formal shoes. In addition to uniforms, they must have

an employee ID card, so people will know that they are salespeople from PT

Satelit Tv. After they have a discussion in the preapproach process, the salesman

of PT Satelit Tv will give some questions about the products offered.

d. Presentation and Demonstration
The next step after the approach is presentation and demonstration. The first

thing done by saleperson is the opening for the customer before the sale of

advertising. Usually the seller gives a list of brochures / prices to prospect

customers first. This will help them to imagine what they really need.

Salesperson will explain all the list of ads that have been given to customers.
d) Handling Objections
The step by which the Satelit TV marketing party asks its willingness to

advertise that aims to reach an agreement contained in an MOU. The seller must
 use a positive approach. prospect customers can ask some questions because of

their purpose. The salesperson should answer their questions clearly and

convince them that they are worthy of using the product. they can also say a

hidden objection. People can take objections as opportunities to provide more

information, and turning objections into reasons to buy. It's a challenge for

salespeople, because they have to be responsible.

Sometimes customer leads remain silent. this is the job of the seller to

convince them of what their objections are and turn them into opportunities to

make them want to use the product. A little question for them is a good thing.

The seller asks them and sometimes explains about the merits of the product

again just to remind and cut their piece of uncertainty into certainty. In this step

the sales force should have a good knowledge of the product. If a new prospect

asks some questions and the salesperson can not answer, questions will be

maintained and answered later. In rejection, if the seller can not answer the

question, they will save the question and it makes the customer prsopect feel

hesitant.
e) Closing

After the salesperson of Satelit Tv Purwokerto do 4 step before. The first

prospect and qualification where it has determined the list of customers to be

visited, the second pre-approach by way of meeting the client, chatting, etc. The

third is the approach whereby salespeople provide the benefits of Satelit Tv

products that will be offered to the client and well connected so as to make the
 client comfortable with our conversation. The fourth is presentation and

demostration at this step salespeople provide product / service price brochures to

clients, and provide solutions to the client about his company. This will help

them imagine what they really need. The seller will explain all lists of

advertisements that have been given to the customer. And the fifth is what will be

discussed is closing. After the customer listens to our explanation from the

beginning, the customer agrees to advertise in our company. We provide a list of

offers by filling in the company name, address, owner name, type of

advertisement required and time period.

f) Follow-Up
The last process of personal selling is a follow-up. Follow-up activities are

very important and useful for building long-term business relationships. It is

necessary if the salesperson wants to ensure customer satisfaction and repeat

business.
After closing, The Seller records the customer's name, asks the contact

person to communicate more easily in the future so that they do not break up.

And confirm the ad design that will be made for broadcast on television.
C. FINDINGS
After conducting research, observation and interviews with related parties,
the authors found that :
1. In the prospect and qualification process, the seller already has several prospect

lists of customers, so it usually makes them focus only on the list.

2. The pre-approval process of PT Satelit Tv Purwokerto is good. They learn about

prospects well.
3. Preparation of approach and execution less maximal, because only the lack of

salesperson to be divided by specific areas.

4. Presentation and demonstration at PT Satelit TV Purwokerto is quite good. Sales

staff can explain about Satelit TV products quite clearly.

5. Closing Process and Follow-up from Salesperson of PT Satelit Tv is good .

Because it provides an actual explanation and is easily understood by the

customer. and provide convenience to customer.

BAB V
CONCLUSION AND SUGGESTIONS

A. Conclusion
Based on the evaluation of the implementation of working pratices in the PT

Satelit Tv Purwokerto regarding the personal selling in this company , it can

be concluded that :
1. Personal selling is the main strategy used by PT. Satelit TV in the

implementation of corporate marketing through the stage of prospecting,

approaching, presentation to after sales service so that the Satelit TV can

meet the needs of prospective clients and adjust the program offered. One
 advantage that can be obtained by the implementation of personal selling

is Satelit TV can customize the program offered to prospective clients

based on input provided by a marketer through a personal selling system.

2. The process of Personal Selling included seeking prospecting and

Qualifying , Preparation of approach, Approach, Presentation and

Demonstartion, Handling Objection, Closing, Follow-Up.

3. Personal Selling still less effective since here is lack of employee and not

divided into areas.

B. Suggestions
After the authors observe and evaluate about the Personal Selling at PT

Satelit TV Purwokerto then the authors want to provide suggestions that may

be useful as input for the PT Satelit Tv Purwokerto company as follow is :

1. To maintain customer loyalty , marketing division must give responbility to

one of the employees in the marketing division to continue follow up and

estabilsh communication with the customer.

2. Satelit TV may alter or supplement existing programs to suit the needs of

potential clients. In this case the Satelit TV through marketing circles tend to

make more direct presentations to large-scale corporate advertisers for

relatively small companies are not done presentation most of the advertisers

directly come to the office to seek information directly.

3. To company must continue to increase quality services for the customer by

providing good feedback and memorable, keep the brotherhood.

 4. Personal Selling at Satelit Tv Purwokerto can be effective if the company

adding the people to be placed in marketing division .basically personal

selling needs many people to be divided into some areas , especially

Barlingmascakeb. And don’t just give priority to the list that will be visited.

But should every opportunity meet. it’s mean not only for companies taht we

have list.

5. Not depend on the list only and maintain the quality of service to the

customer and increase the sense of brotherhood.

BIBLIOGRAPHY

Clow, Kenneth E & Donald Baack. 2007. Promosi Iklan Terpadu dan Komunikasi

Pemasaran 3rd Edition, USA : Upper Saddle River.

Hermawan, Agus. 2012 .komunikasi pemasaran. UNM : Malang

Kotler,Philip and Garry Amstrong. 2011. Principles of Marketing 14th Edition.

USA : Prentice Hall.

Kotler, Philip. 2005. Manajemen Pemasaran Jilid 2. Jakarta : Index

Kotler, Philip & Kevin Lane Keller. 2009. Manajemen Pemasaran. Jakarta : Erlangga.

Levy, Michael and Dhruv Grewal. 2012 Marketing. USA : Mc Graw-Hill Education.

Lothler, Philip, 2006 “Marketing Management”. New Jersey: Pearson Education.

Purnama, C. M. Lingga. 2002. Strategic Marketing Plan. Jakarta : Gramedia

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(Mei,2018)

Prisgunanto, Ilham. 2006 “Komunikasi pemasaran srategik dan taktik”. Jakarta : Galia

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Rivai, Veithzal. 2012 .Isalmic Marketing. Membangun dan Mengembangkan Bisnis dengan

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Whalley, Adrew. 2010. Strategic Marketing. BookBoon

APPENDICES
 Satelit Tv Office Purwokerto

PRICE LIST DAN ADVERTISING TYPE

No Jenis Iklan Waktu Durasi Harga Harga Total

tayang Siaran Produksi Harga
1 Running Text (Iklan Baris) 20.000 100.000

2 Telop (Iklan yang berupa teks diam) 30” 100.000 200.000

3 Spot (Iklan TV dalam bentuk Audio 30” 250.000 **

Visual)
4 OBB/ CBB (Iklan TV yang ditayangkan 5” 250.000 100.000
pada awal dan akhir program)
5 Super Impose (Logo/ Gambar yang 10” 80.000 200.000
ditampilkan pada sudut kiri/ kanan
atas monitor)
6 Adlip (Iklan yang disampaikan oleh 1X 80.000
pembawa acara)
7 Credit Title (Pencantuman Identitas 1X 30.000 100.000
Pengiklan pada akhir acara)
8 Built In (Bentuk Iklan dengan
menampilkan Produk/ logo selama
program acara berlangsumg
a. 1 Segmen 8” 2.000.000
b. 2 Segmen 16” 4.000.000
c. 3 Segmen 24” 6.000.000 **
9 PSA (Iklan Layanan Masyarakat) 30” 150.000 **
10 Klip Musik 1X 150.000
11 Blocking Time
a. Studio 6.000.000
60 menit
b. Outdoor 12.000.000
c. Live Outdoor 24.000.000*
( Harga Siar & Produksi Include )
12 Advertorial Warta Sore 4” 800.000
13 Filler 5 menit 750.000
14 HARGA PAKET
Running Text (5x sehari selama 30 4.500.000 50.000
hari)
Telop (5x sehari selama 30 hari) 30” 9.900.000 200.000
Spot Iklan (5x sehari selama 30 hari) 30” 16.200.000 **
OBB/CBB 12 episode 10.000.000 100.000
Super Impose (5X tayang selama 30 10” 10.000.000 200.000
hari)
Credit Tittle 12 episode 300.000 100.000
PSA (5X tayang selama 30 hari) 30” 12.000.000 **

Catatan :
B. Tarif tersebut belum termasuk biaya PPN
B. * : Tidak berlaku Promo Diskon
C. Tarif tersebut dapat berubah sewaktu-waktu tanpa pemberitahuan terlebih dahulu
C. ** : Harga tergantung konsep iklan yang diproduksi
D. Text Maximal 3 baris
Letter of Coorporation
Photos of my team with Marketing Director of PT Satelit Tv Purwokerto
 we we

Meet the customer “Wakwaw Chicken” in Purwokerto