CREATIVITY OF PROMOTIONAL MIX ON THE SALESPERSON TEAM OF SMARTPHONE RETAIL COMPANIES DURING THE COVID-19 PANDEMIC

Abstract

Since the beginning of the Covid-19 pandemic in 2020, there has been a decline in sales of the smartphone market in Indonesia. IDC data shows smartphone sales in Indonesia fell by 18 percent year over year (YoY) in the frst half of 2020. This decline occurred due to the social restriction policy set by the government in early 2020. During the Covid-19 Pandemic OPPO Cikarang controlled 28% of the market with the most sales force, which was 215 people. OPPO Cikarang uses the promotional mix as a way to attract consumers’ attention and increase sales during the Covid-19 pandemic in the New Normal era. This type of research uses qualitative research and aims to be able to explain and describe the creativity of the promotional mix that is used as a product promotion tool marketed by the salespeople of the OPPO Cikarang smartphone retail company during the Covid-19 pandemic. This study concludes that personal selling is able to integrate several promotional mixes carried out by the company to become a medium of communication and information between sellers and buyers in the form of ofine and online marketing creativity