Eksistensi Sales Visit dan Follow Up dalam Strategi Personal Selling di Era Digital: Studi Kasus Maribaya Resort
Abstract
This study aims to analyze the existence of personal selling strategies through sales visit and follow-up activities in the digital era, focusing on Maribaya Resort, Lembang. The main problem is how traditional marketing survives amidst massive digitalization. Despite digital dominance, personal selling remains relevant in the hospitality industry, emphasizing relational interactions. A descriptive qualitative approach was used with data triangulation through interviews, observation, and documentation. The results show that sales visits effectively reach corporate segments not fully digitized in decision-making. Meanwhile, follow-ups play a crucial role in building long-term customer relationships. The strategy is highly effective when combined with digital tools like WhatsApp. The key conclusion indicates that a hybrid approach between traditional and digital methods serves as a strong strategy to maintain client relationships and support the sales process. This research contributes practically and theoretically to relationship-based marketing in local hospitality.
Keywords
Digital era, Follow-up, Hospitality, Personal selling, Sales visit
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