Diferensiasi gaya personal selling pada barista Bengawan Solo Coffee Indonesia berdasarkan usia dan gender = Differentiation personal selling style of barista on bengawan solo coffee indonesia based on age and gender

Herdhanny, Martha (2020) Diferensiasi gaya personal selling pada barista Bengawan Solo Coffee Indonesia berdasarkan usia dan gender = Differentiation personal selling style of barista on bengawan solo coffee indonesia based on age and gender. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In ancient times a cup of coffee could only be enjoyed in a house, but for now coffee can be enjoyed anywhere with modernization. Nowadays, the culture of drinking coffee or popularly known as coffee has become a culture that has become part of people's lifestyles .Based on the data released from bps , demand for coffee keep increasing every her in tandem with increased the number of residents in Indonesia .So that the rise of culture drink coffee that came amid of current public , become a opportunities by businesses to clear the local markets by opening the coffee shop , one of them is Bengawan Solo Coffee .Where Bengawan Solo Coffee having barista who were already above 30 years and under 30 years of age and was dominated by men .Different from competitor, having regulations barista maximum 24 years .Based on it , researchers want to see how style personal selling to PT Bengawan Solo Coffee Indonesia based on age and gender. Was used in the study a qualitative approach through a methods a case study , descriptive .The collection of data the research was being conducted with the primary data was pt pgn promised to supply the interviews and observation .As well as data secondary in the form of the study of literature that and documentation of .The interviews were conducted with one of quality control & notes to be so performed; trainer his manager and assistant chief executive officer of new operational manager .The research results show that the style of personal the selling between women for a male like laki-laki different from what is mentioned , can be seen of the communication of non-verbal as the intonation of , the motion of the body , a facial expression of .The same thing happened to the age of , age below 30 run smooth and non-verbal appear to be more energetic from being over the age of 30 years ./ Pada zaman dahulu biasanya secangkir kopi hanya dapat dinikmati di sebuah rumah saja, akan tetapi untuk saat ini kopi dapat dinikmati di mana saja dengan adanya modernisasi. Saat ini, budaya meminum kopi atau populer dengan sebutan ngopi menjadi sebuah budaya yang telah menjadi bagian dari gaya hidup masyarakat. Berdasarkan data yang dilansir dari BPS, permintaan akan kopi terus meningkat setiap tahunnya yang beriringan dengan meningkatnya jumlah penduduk di Indonesia. Sehingga maraknya budaya meminum kopi yang terjadi di tengah masyarakat saat ini, dijadikan sebuah peluang oleh pelaku bisnis untuk menggarap pasar lokal dengan membuka kedai kopi, salah satunya yaitu Bengawan Solo Coffee. Dimana Bengawan Solo Coffee memiliki barista yang berusia di atas 30 tahun dan di bawah 30 tahun dan didominasi oleh laki-laki. Berbeda dari kompetitornya yang memiliki regulasi barista maksimal 24 tahun. Berdasarkan hal tersebut, peneliti ingin melihat bagaimana gaya personal selling pada PT Bengawan Solo Coffee Indonesia berdasarkan usia dan gender. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengumpulan data penelitian dilakukan dengan data primer yaitu wawancara dan observasi. Serta data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan dengan salah satu quality control & trainer manager dan assistant of operational manager. Hasil penelitian menunjukkan bahwa gaya personal selling antara perempuan dengan laki-laki berbeda, dapat dilihat dari komunikasi non-verbal seperti intonasi, gerak tubuh, ekspresi wajah. Begitu pula dengan usia, usia di bawah 30 tahun secara non-verbal terlihat lebih energik dibandingan usia di atas 30 tahun.

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