Sitompul, Geovani Albert (2023) Penerapan Komunikasi Persuasif Untuk Meningkatkan Konversi Prospek Calon Nasabah Pada PT. Rifan Financindo Berjangka Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Competition in today's business world is getting tougher. Each securities company or exchange competes with each other to carry out their various accurate strategies to get as many customers or customers as possible. Many dimensions must be considered and carried out by companies in order to survive and win the competition. Including PT. Rifan Financindo Berjangka engaged in the futures trading (trading) business. Those who apply a persuasive communication strategy as a product marketing effort offered by PT. Rifan to every prospective customer who is prospected. The purpose of this study is to look at the process of applying persuasive communication carried out by marketing staff who drop prospects and offer products as an effort to attract potential customers to want to join, using Carl I Hovland's persuasive communication concept through approaches, presentations and demonstrations, rational, conduct follow-up activities, as well as emotional. By using these 5 persuasive communication concepts and techniques, they are the main capital for marketing staff to obtain and increase the conversion of prospective customer prospects at PT. Rifan Financindo Futures Pekanbaru. Researchers used qualitative research methods, and appointed 3 marketing staff and a broker's representative as informants based on snowball sampling by collecting data through field observations, interviews, and documentation which were then analyzed through data reduction, data presentation, and drawing conclusions. The results of this study are the stages of persuasive communication carried out by the marketing staff of PT. Rifan Financindo Berjangka Pekanbaru can be said to be successful because the marketing staff who prospect prospective customers can implement 5 stages of persuasive communication concepts and techniques, in which prospective prospective customers get interested in the products offered by marketing staff.

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