Exploring the Meaning of Direct Selling from Salespersons’ Perspectives
DOI:
https://doi.org/10.37278/artcomm.v9i1.1509Kata Kunci:
Direct Selling, Salesperson, Phenomenology, Meaning, CommunicationAbstrak
In the digital era, where most marketing activities have shifted online, some individuals still engage in direct selling as a primary occupation. This study aims to explore the meaning of direct selling from the perspective of a salesperson. Using a qualitative method with a phenomenological approach, data were collected through in-depth interviews, observation, and literature review. The informant in this study is Dimas, a salesperson who actively works in direct selling. The findings reveal several emergent meanings. First, direct selling is perceived as a promising source of income. Second, it offers flexibility in managing working time. Third, it serves as a practical space for applying communication skills. Fourth, it is seen as a profession full of challenges. Finally, direct selling is often underestimated or viewed negatively by society. In conclusion, direct selling is not merely a sales activity but a meaningful profession shaped by both opportunities and challenges. It provides economic benefits, personal growth, and flexibility, while also requiring resilience in dealing with social perceptions and work-related difficulties.
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