Abstrak

Baca Juga : PERAN SALES PROMOTIONS GIRL PT. DJARUM DALAM MENGKOMUNIKASIKAN PRODUK ROKOK (Fachrizal, 2015) ,

Baca Juga : MAKNA CANTIK BAGI PEREMPUAN (STUDI PENELITIAN PADA SALES PROMOTION GIRL (SPG) ROKOK DI KOTA BANDA ACEH) (Yuliza Mawar Dika, 2018) ,

bertugas di kota banda aceh serta dokumentasi-dokumentasi saat penelitian sedang berlangsung. penentuan subjek atau informan penelitian dalam penelitian ini dilakukan dengan menggunakan pertimbangan purposive sampling yaitu pengambilan informan dilakukan secara sengaja dengan berdasarkan pada kriteria-kriteria yang telah ditetapkan oleh peneliti. berdasarkan hasil penelitian di lapangan ditemukan bahwa terbentuk stigma negatif oleh konsumen rokok terhadap sales promotion girl (spg) rokok di kota banda aceh, serta stigma tersebut berpengaruh terhadap kehidupan sosial sales promotion girl (spg) rokok di kota banda aceh. kata kunci : spg, konsumen rokok, stigma ix the stigma of cigarette consumer towards sales promotion girl (spg) of cigarette in banda aceh city abstract this study is entitled “the stigma of cigarette consumer towards sales promotion girl (spg) of cigarette in banda aceh city”. this study aims to find out the stigma of cigarette consumer towards sales promotion girl (spg) of cigarette and the influence of the stigma on sales promotion girl (spg) of cigarette. the cornerstone of the theory in this study is stigma theory (erving goffman) where there is society significance on the attribute and the attribute in this study is the appearance of sales promotion girl (spg) of cigarette and their habits. in this research, the location of the study is in banda aceh city, aceh province. this study is a qualitative research method with descriptive approach. the data in this study are the interviewing of cigarette consumers especially those who had interacted with sales promotion girl (spg) of cigarette and the interviewing of sales promotion girl (spg) of cigarette working in banda aceh city as well as the documentations while the research was ongoing. the subject determination or the informant research in this study was carried out by using the consideration of purposive sampling, which is the choosing of informants done intentionally based on the criteria set by the researcher. based on the results of research in the field, it is found that a negative stigma is formed by cigarette consumers on sales promotion girl (spg) of cigarette in banda aceh city, and this stigma affects the social life of sales promotion girl (spg) of cigarette in banda aceh city. keywords: spg, cigarette consumer, stigma x

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