Front Stage and Back Stage Sales Promotion Girls (SPG) in Car Dealer of PT Toyota Merdeka Motor (Toyota) Soreang Bandung Regency
Abstract
This study is an analysis of self-presentation, performance, and appearance of sales promotion girls (SPG) at Toyota Dealer in Soreang, Bandung Regency. The aim of this research is (1) to determine the front-stage presentation of SPG at PT Toyota Merdeka Motor in Soreang, Bandung Regency, and (2) to understand the backstage behavior of SPG at PT Toyota Merdeka Motor in Soreang, Bandung Regency. This research employs a qualitative descriptive method with a purposive sampling technique. Data collection techniques involve observation and document research. The primary informants for this study are the sales promotion girls of PT Toyota Merdeka Motor. The data analysis technique utilizes the interactive model by Milles and Huberman, involving data collection, data reduction, data presentation, and drawing conclusions. Data triangulation is also employed in the research analysis. The results of the study indicate that self-presentation is divided into front-stage and backstage behavior. The front-stage behavior includes the performance and appearance of sales promotion girls. There is a notable difference in the behavior of SPG at Toyota PT when they are on the front stage as opposed to when they are backstage.
Keywords: dramaturgy, self-presenting, front stage, and backstage
References
[1] Febriyanti S. Hairun Annisa dan L. Sitomorang, “Daya Tarik Spg (Sales Promotion Girl) Kosmetik Sebagai Komunikator Dalam Meningkatkan Jumlah Pembeli,” EJournal Ilmu Komun., vol. 6, no. 2, hlm. 160–171, 2018.
[2] Attaufiqiyah, “Persepsi Masyarakat Terhadap Profesi SPG Perusahaan (Studi Kasus SPG Perusahaan ‘R’ di Semarang),” UIN Sunan Kalijaga Yogyakarta, 2019. [Daring]. Tersedia pada: http://digilib.uin-suka.ac.id/id/eprint/33714
[3] Abidin Z. Analisisi Eksistensial Psikologi dan Psikiatri. Bandung: Refika Aditama; 2002.
[4] Safrina UF, Masykur AM. “‘BEKERJA DALAM STIGMA’(Studi Fenomenologis tentang Pengalaman Bekerja pada Sales Promotion Girl).” J EMPATI, vol. 7, no. 2, hlm. 604– 613, 2020. https://doi.org/10.14710/empati.2018.21685.
[5] Wowor W. “Pengaruh Seragam Karyawan Terhadap Sikap Kerja Karyawan Pada Industri Perhotelan (Studi Kasus Pada Hotel XYZ Jakarta),” Hospitour, vol. 1, no. 1, hlm. 99–116, 2010.
[6] Badan Pusat Statistik. “Indeks Pemberdayaan Gender (IDG),” 2023. https://www.bps.go.id/indicator/40/468/1/indeks-pemberdayaan-gender-idg-.html
[7] Oakwell N. “Stylish Staff Uniforms,” J. Cater. Hotelk., vol. 194, hlm. 16, 2005.
[8] Abdussamad Z. “Buku Metode Penelitia Kualitatif,” in Metode Penelitian Kualitatif, P. Rapanna, Ed., Makassar: CV. Syakir media press, 2021.
[9] Pradoko AM. Paradigma Metode Penelitian Kualitatif Keilmuan Seni, Humaniora, Dan Budaya. Yogyakarta: UNY Press; 2020.
[10] Sarwono J. Metode Penelitian Kuantitatif dan kualitatif. Yogyakarta: Graha Ilmu; 2006.
[11] Moleong LJ. Metodologi Penelitian Kualitatif. Bandung: Remaja Rosda Karya; 2018.
[12] Goffman E. The Presentation of Self in Everyday Life. Edinburgh: University; 1959.
[13] Amelia L, Amin S. “Analisis self-presenting dalam teori dramaturgi erving goffman pada tampilan instagram mahasiswa.” Din Sos J Pendidik Ilmu Pengetah Sos., vol. 1, no. 2, hlm. 173–187, 2022, https://doi.org/10.18860/dsjpips.v1i2.1619..
[14] Doembana I, Rahmat A, Farhan M. Buku Ajar Manajemen dan Strategi Komunikasi Pemasaran. Yogyakarta: ZAHIR Publishing; 2017.
[15] Alma B. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta; 2018.
[16] Nelson K, Bowen J. “The effect of employee uniforms on employee satisfaction,” Cornell Hotel Restaur. Adm. Q., vol. 41, no. 2, hlm. 86–95, 2000, https://doi.org/10.1177/001088040004100221.
[17] Awalia R. THE DARK SIDE OF SALES PROMOTION GIRL (Fenomenologi Pengalaman Sales Promotion Girl di Industri Rokok). Universitas Islam Indonesia; 2018.