Personal Selling Implementation and AIDA Model; Attention, Interest, Desire, Action

Purpose: This study aims to determine consumer responses the application of personal selling strategies applied by CV. Malcone in Sidoarjo, knowing causes consumers make purchasing decisions, and what actions are taken keep loyal Malcone.
 Design/methodology/approach: Qualitative methods purposive sampling data collection techniques were used this research information was obtained from 8 (eight) informants who Sidoarjo. Informants selected according certain criteria determined researcher.
 Findings: Research resulting that indicators attention, interest, desire action will be equipped strategy. The guidelines for product marketing using AIDA (Attention, Interest, Desire Action) model which is process Malcone
 limitations/implications: majority met chose as their outdoor equipment rental business. another limitation there no implementation potential customers areas outside island Java.
 Practical implications: Several implications can strategy has been implemented Originality/value: paper original research.
 Paper type: