TAFSIR ATAS PEMIKIRAN RASIONAL SALES PROMOTION GIRLS DAN SALES PROMOTION BOYS

Abstract

Abstrak

SPG/SPB sebagai ujung tombak keberhasilan perusahaan untuk memasarkan produk secara langsung pada konsumen. Mereka memiliki beban sosial, beban ekonomi dan beban psikologis dalam bekerja. Namun, harus menerima peraturan customer service. Penelitian ini bertujuan untuk mengetahui bagaimana motif SPG/SPB dalam menerima peraturan tentang customer service, serta mengetahui motif yang tersembunyi dalam diri sales promotion dalam menerima peraturan tentang customer service. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan fenomenologi Alfred Schutz. Lokasi penelitian berada di “MDS” Royal Plaza. Subjek penelitian dipilih dengan menggunakan teknik purposive. Teknik analisis deskriptif, mengacu pada teori fenomenologi Alfred Schutz dan teori pilihan rasional James S. Coleman untuk menguraikan motif SPG/SPB dalam menerima peraturan tentang customer service. Hasil penelitian menyebutkan bahwa dalam proses penerimaan peraturan customer service terdapat dua kategori SPG/SPB yaitu normal dan plus-plus dan memiliki motif laten dan motif manifes yang dapat mengarah pada nilai ekonomi maupun nilai non ekonomi. Proses penerimaannya terdapat sebuah perlawanan namun hal ini hanya berupa dilematis internal karena mengutamakan pertimbangan rasional. Sehingga SPG/SPB memiliki sebuah strategi dan cara agar dapat mewujudkan tujuan dari sebuah tindakan yang diangap sebagai pilihan rasionalnya.

Kata Kunci: Motif , SPG/SPB, Customer Service.

Abstrak

SPG/SPB as the spearhead of the company's success to market the products directly at consumers. They have the burden of social, burden of psychological and burden of economic in the work. However, they should receive the customer service rules. Therefore, the importance of knowing how the motives SPG/SPB in accepting the rules of customer service in order to know about the hidden motives in him that can accept the rules of customer service. The research approach is qualitative descriptive and phenomenology of Alfred Schutz. Took place in the "MDS" Royal Plaza. Subjects selected using purposive technique based on old work. Collecting data by observation, in-depth interviews and participants interviews. Using descriptive analysis technique which refers to the theory and phenomenology of Alfred Schutz rational choice theory of James S. Coleman to decipher the motives SPG/SPB in accepting the rules about customer service. Results of research suggests that the acceptance process of customer service rules, there are two categories of SPG/SPB is normal and plus-plus and has a manifest motives and latent motives which may lead to non-economic values ??and economic values. Acceptance of process there is a resistance, but it is only in the form of internal dilemmatic because it prioritizes rational considerations. So that SPG/SPB has a strategy and a way to be able to realize the goal of an action considered as a rational choice.

Keywords: Motif, SPG / SPB, Customer Service.