Komunikasi Persuasif Menggunakan Teknik Suggestive Selling dalam Transaksi Penjualan Terhadap Tingkat Penjualan pada Outlet Restaurant Pizza Hut Solo Square

Abstract

Starting from the phenomenon of declining sales that occurred at the Pizza Hut Solo Square
restaurant outlet, this research was conducted to find out how the persuasive communication
process uses suggestive selling techniques in sales transactions on the level of sales at the Pizza
Hut Solo Square restaurant outlet, using descriptive qualitative methods, and using techniques
collection of observational data and in-depth interviews. This research was created in order to
provide insightful information to readers about the persuasive communication process using
suggestive selling techniques used by cashier staff to consumers of Pizza Hut Solo Square. The
results of the research carried out show that the persuasive communication process using
suggestive selling techniques carried out in sales transactions by cashier staff to consumers,
namely with a friendly attitude, using sentences that do not seem pushy and giving attention
and being a listener to consumers makes consumers feel comfortable and confident in making
transactions, so that the cashier staff can recommend additional products that are useful for
consumers, in the form of selling combo packages (upselling) and selling complementary menus
(cross selling). This suggestive selling not only benefits consumers but also the Pizza Hut Solo
Square restaurant outlet. Based on the results of this research, the process carried out by Pizza
Hut Solo Square staff in influencing consumers using persuasive communication with
suggestive selling techniques has a maximum impact on the sales level of the Pizza Hut Solo
Square outlet.
Keywords: Persuasive Communication, Suggestive Selling