UTILIZATION OF DIGITAL INFORMATION SYSTEMS IN SUPPORTING THE IMPLEMENTATION OF CANVASING SALES STRATEGIES

Abstract

In the era of globalization and rapid technological advancement, the use of digital technology has affected all aspects of human activities, including marketing.  Digital-based marketing is used to acquire consumers, build their preferences, brand promotion, maintain consumers, and increase sales which ultimately increase profits. The purpose of this research is to implement the marketing strategy used by PT Telekomunikasi Indonesia Tbk. Telkom Purwkerto Region in marketing its products. The method used in this research is descriptive with the type of case study research on the object of research using observation, interview, documentation and survey methods. The results showed that the marketing strategy carried out by PT Telkom Purwkerto Region is a canvassing sales strategy, which is a sales strategy carried out by making first contact with potential customers without prior appointment. The goal is to introduce the brand to target consumers who do not know the brand. This strategy helps explore market potential because door-to-door visits allow you to accurately dig up information related to customer characteristics in certain areas. This information can be used to develop the company's products or services to maximize market potential. However, this strategy has a low success rate because this method allows a sales canvasser to reach a dozen to dozens of potential customers in a day. With such a small number, the number of people who end up buying is usually much smaller. Therefore, the utilization of digital information systems is necessary to help increase the success rate of this strategy.