A study on persuasive Verbal Communication used by Jasa Lensa Optician in Gresik

ABSTRACT

Communication is the basis for all huinan interaction and for all functioning group. The existence of a group depends on communication, on exchanging information and on transmitting meaning. Persuasive communication at work is basic to tire perfonnance and acceptance. It can be defined as a coinmiurication process designed to change a receiver’s belief or to move a receiver to action. However, not all tlie people master on it. Business people who hope to be known as good commiuiicators must be versed in several aspects of commiuiication. They must, be skillful in building human relationships. A good salespeison who wants to communicate effectively with his costumers has to understand who his customers are and where they’re at, so he can talk using their language. In otlier words, everybody needs to know not only what he wants to communicate but also foe best manner to use.

Based on tlie phenomena above, tliere are two research questions, 1) Wliat fonns of persuasive verbal communication that are used by “Jasa Lensa” opticians in Gresik; 2) How do “Jasa Lensa” opticians in Gresik use persuasive verbal communication.

To answer tlie questions, tlie researcher uses some tlieories wliich are related to foe problems, such as; language and communication, persuasive communication, foe process and tlie fonn of persuasion, and also the strategy to present it.

To obtain tlie data, foe researcher observed and recorded foe conversation between opticians and foeir customers. Then unstructured interview is used after conducting foe observation to get foe detailed information wliich relates to foe problems being studied. While interviewing tliose infonnants, foe researcher notes foe infonnations which are given by foem to be analyzed. Triangulation method is also id to prove the validityofthc findings.

After analyzing and discussing tlie data, foe researcher found out foat foe fonn of persuasive verbal communication that are mostly used by “Jasa Lensa” opticians are repetition and association fonn. Moreover, tlie opticians do not use composition fonn in their interaction. They use bofo of repetition and association fonn in order to influence the customers’ mind and also to convince the customer by giving presentation of tlie content of tlie product. Anotlier findings are tliat “Jasa Lensa” opticians use emotion as their- strategy to capture tlie customers’ attention and to make a close relationship among tliem.

Finally, the result of the data analysis of Illis research is hoped to be useful as additional reference for tliem who want to conduct tire researclies in tliis area wifo different point of view.