Perception Of Coffee Stall Visitors Regarding Nonverbal Communication Appearance Of Cigarette Sales Promotion Girls (Comparative Analysis Of Male Visitors And Female Visitors At Elisabeth Coffee Warung Medan City)

Feb 27, 2025 by ADMIN 214 views

**Perception of Coffee Shop Visitors to Nonverbal Communication Appearance of Cigarette Sales Promotion Girls**

Introduction

The world of marketing and sales is a complex and ever-evolving field, with companies constantly seeking new and innovative ways to attract and retain customers. One of the most effective tools in a marketer's arsenal is the Sales Promotion Girl (SPG), a visually appealing and charismatic representative who can captivate potential customers and persuade them to make a purchase. However, the effectiveness of an SPG depends not only on their verbal communication skills but also on their nonverbal cues, such as body language, facial expressions, and attire. This study aims to investigate the perception of coffee shop visitors regarding the nonverbal communication appearance of cigarette SPGs, with a focus on comparing the views of male and female visitors.

Theory and Research Methods

The theory of communication psychology, perception, nonverbal communication, and sales promotion girl are the key theories used in this study. The method applied is comparative, with a focus on finding the difference between two variables: variable X, namely the perception of male and female visitors, and variable Y, namely nonverbal communication displayed by SPG cigarettes.

The data in this study were collected through questionnaires and library research. The research population consisted of 640 visitors to the Elisabeth Coffee Warung, of which 10% of this population was taken as a sample, produced 64 people as participants. The sampling technique used is proportionate stratified random sampling and purposive sampling. To analyze data, researchers apply descriptive analysis, Spearman rank correlation analysis, and comparative tests using T-test or "Independent Sample T-Test" with the SPSS for Windows 17.0 program.

Results and Discussion

The results of the study showed a higher significant value, which indicated that there was no significant difference between the perceptions of male and female visitors regarding nonverbal communication the appearance of cigarette SPG at Elisabeth coffee shops. This means that the two groups of visitors have a similar view of the appearance and way of nonverbal communication displayed by SPG.

Furthermore, the perception given by visitors to nonverbal communication SPG cigarettes looks positive both in terms of cognitive, affective, and conative. This shows that visitors, regardless of sex, tend to appreciate the SPG way of attracting attention through the appearance and nonverbal actions they show. This positive perception could have an impact on the cigarette marketing strategy carried by the company, where effective nonverbal communication can increase the attractiveness of products among visitors.

The Importance of Nonverbal Communication in Marketing

Nonverbal communication plays a crucial role in marketing and sales, as it can convey a message and create an impression without the need for words. In the context of SPGs, nonverbal cues such as body language, facial expressions, and attire can make a significant difference in attracting and retaining customers. A well-dressed and confident SPG can create a positive impression and increase the likelihood of a sale, while a poorly dressed or unconfident SPG can have the opposite effect.

The Impact of Sex on Perception

The study found that there was no significant difference between the perceptions of male and female visitors regarding nonverbal communication the appearance of cigarette SPG at Elisabeth coffee shops. This suggests that both men and women have a similar view of the appearance and way of nonverbal communication displayed by SPG. However, it is essential to note that this finding may not be generalizable to other contexts or populations.

Conclusion

This study provides an important insight into how visitors to the Elisabeth coffee shop, both men and women, see and assess nonverbal communication from SPG cigarettes. The involvement of visitors in this aspect is very relevant in the context of marketing and communication strategies, because it can influence their purchasing decisions. By understanding the perception of visitors, marketers can develop a more appropriate strategy in adjusting their SPG nonverbal appearance and communication, in order to attract the attention of more customers in the future.

Recommendations for Future Research

This study has several limitations, including the small sample size and the specific context of the study. Future research should aim to replicate this study with a larger sample size and in different contexts to increase the generalizability of the findings. Additionally, future research should investigate the impact of nonverbal communication on sales and customer satisfaction in other industries and contexts.

Implications for Marketing and Sales

The findings of this study have several implications for marketing and sales. Firstly, marketers should recognize the importance of nonverbal communication in attracting and retaining customers. Secondly, marketers should develop a more appropriate strategy in adjusting their SPG nonverbal appearance and communication to attract the attention of more customers. Finally, marketers should consider the impact of sex on perception and adjust their marketing strategies accordingly.

Limitations of the Study

This study has several limitations, including the small sample size and the specific context of the study. Additionally, the study only investigated the perception of visitors regarding nonverbal communication the appearance of cigarette SPG at Elisabeth coffee shops, and did not explore other aspects of SPG communication, such as verbal communication or product knowledge.

Future Directions

Future research should aim to replicate this study with a larger sample size and in different contexts to increase the generalizability of the findings. Additionally, future research should investigate the impact of nonverbal communication on sales and customer satisfaction in other industries and contexts. Finally, future research should explore other aspects of SPG communication, such as verbal communication or product knowledge, to gain a more comprehensive understanding of the role of SPGs in marketing and sales.

Q: What is the main purpose of this study?

A: The main purpose of this study is to investigate the perception of coffee shop visitors regarding the nonverbal communication appearance of cigarette Sales Promotion Girls (SPGs), with a focus on comparing the views of male and female visitors.

Q: What theories were used in this study?

A: The theory of communication psychology, perception, nonverbal communication, and sales promotion girl are the key theories used in this study.

Q: What method was applied in this study?

A: The method applied is comparative, with a focus on finding the difference between two variables: variable X, namely the perception of male and female visitors, and variable Y, namely nonverbal communication displayed by SPG cigarettes.

Q: How was the data collected in this study?

A: The data in this study were collected through questionnaires and library research.

Q: What was the sample size of this study?

A: The research population consisted of 640 visitors to the Elisabeth Coffee Warung, of which 10% of this population was taken as a sample, produced 64 people as participants.

Q: What was the sampling technique used in this study?

A: The sampling technique used is proportionate stratified random sampling and purposive sampling.

Q: What was the analysis method used in this study?

A: To analyze data, researchers apply descriptive analysis, Spearman rank correlation analysis, and comparative tests using T-test or "Independent Sample T-Test" with the SPSS for Windows 17.0 program.

Q: What were the results of this study?

A: The results of the study showed a higher significant value, which indicated that there was no significant difference between the perceptions of male and female visitors regarding nonverbal communication the appearance of cigarette SPG at Elisabeth coffee shops.

Q: What are the implications of this study for marketing and sales?

A: The findings of this study have several implications for marketing and sales. Firstly, marketers should recognize the importance of nonverbal communication in attracting and retaining customers. Secondly, marketers should develop a more appropriate strategy in adjusting their SPG nonverbal appearance and communication to attract the attention of more customers. Finally, marketers should consider the impact of sex on perception and adjust their marketing strategies accordingly.

Q: What are the limitations of this study?

A: This study has several limitations, including the small sample size and the specific context of the study. Additionally, the study only investigated the perception of visitors regarding nonverbal communication the appearance of cigarette SPG at Elisabeth coffee shops, and did not explore other aspects of SPG communication, such as verbal communication or product knowledge.

Q: What are the future directions of this study?

A: Future research should aim to replicate this study with a larger sample size and in different contexts to increase the generalizability of the findings. Additionally, future research should investigate the impact of nonverbal communication on sales and customer satisfaction in other industries and contexts. Finally, future research should explore other aspects of SPG communication, such as verbal communication or product knowledge, to gain a more comprehensive understanding of the role of SPGs in marketing and sales.

Q: What are the practical implications of this study for coffee shop owners and managers?

A: The findings of this study have several practical implications for coffee shop owners and managers. Firstly, they should recognize the importance of nonverbal communication in attracting and retaining customers. Secondly, they should develop a more appropriate strategy in adjusting their SPG nonverbal appearance and communication to attract the attention of more customers. Finally, they should consider the impact of sex on perception and adjust their marketing strategies accordingly.

Q: What are the theoretical implications of this study for marketing and sales?

A: The findings of this study have several theoretical implications for marketing and sales. Firstly, they suggest that nonverbal communication plays a crucial role in attracting and retaining customers. Secondly, they suggest that the impact of sex on perception should be considered in marketing strategies. Finally, they suggest that a more comprehensive understanding of the role of SPGs in marketing and sales is needed.