Strategi Komunikasi Pedagang Kaki Lima Perantau Minangkabau Dan Penduduk Asli
Abstract: Retail dealer
originated is one of the informal sectors which are deeply involved by some of
group societies. One of them come from ethnic of Minangkabau who live in
Jatibarang market. In the Jatibarang market, retail dealer originated not only
come from Minang ethnics but also natives. The aim of this research are: (1) to
analyzed the difference of communications strategy retail dealer originated of
Minangkabau ethnics compare with natives in Jatibarang market, (2) to analyzed
the relation of communications strategy retail dealer originated between
Minangkabau ethnics and natives with perception of buyer concerning
understanding, motivation and fascination buy, (3) to formulate effective
communications strategy for retail dealer originated in Jatibarang market.
Research method used descriptive of data and correlation analysis with SPSS
version 12.00 program. Test of statistic used Rank Spearman to see the relation
between test and variable. T-Test was used to see the difference between two
merchants. Amount of responders counted 60 buyer people. Result of research
showed: (1) communications strategy retail dealer originated of Minangkabau
ethnics using verbal and non verbal, so do the natives. (2) by verbal, there
were no difference between retail dealer originated of Minang ethnics and
natives. But by non verbal there were differences. (3) Buyer had low perception
in understanding to retail dealer originated of minang ethnics, high in
fascination and also high in motivation to buy. While of natives merchant,
buyer also low in understanding, average in fascination and high in motivation
to buy. (4) Communications strategy of verbal at retail dealer originated of
Minang ethnics had relation with understanding, motivation and fascination to
buy. By non verbal only relating to understanding. While at retail dealer
originated of natives, by verbal relate to understanding and by non verbal with
fascination and understanding. (5) Effective communications strategy for retail
dealer originated in Jatibarang market was by verbal address and passes in,
while by non verbal smile, body position and display the products.
Keyword: communications
strategy of retail dealer originated, perception of buyer, communications
effectiveness
Penulis: E. Arif
Kode Jurnal: jpkomunikasidd120171
