Analisis Peran Suara Musik Pedagang Makanan dan Minuman Keliling dalam Konteks Promosi Jualan di Kota Medan

Abstract

The research entitled "Analysis of the Role of the Music Voice of Mobile Food and Drink Traders in the Context of Sales Promotion in Medan City" is a qualitative research. The existence of mobile food and drink traders is always accompanied by the sound of objects or the voice of the seller as the source of the sound. These sounds indicate the characteristics or identity of each of the voices or voices of the seller to represent the goods he sells. The creativity of food and drink traders in this study, such as traders of porridge, soy milk, opak, and fruit, will determine the results that will characterize identity based on communication to the community. The formulations of the problems discussed in this study include: 1. What is the form of communication between traders' music to the community? 2. What is the role of the voice of the traveling food and drink traders as a medium for expressing the trader's identity? 3. What is the sound of the trader's music? This research focuses on the approach to the phenomenon of soundscape, sound science, and communication. To analyze the form of musical communication, Harold D. Lasswell's early communication theory was used. To analyze the role of the sound of music and analyze the sound of music, the writer uses the theory of three levels of music analysis by Alan P Merriam. The method used is observation, interview, literature study, recording and transcription. This study concerns the communication of music through the merchant to the listener community through the media the sound of music can influence and respond, and the occurrence of changes in the behavior of the listener. The sound of the trader's promotional music is an aspect of the physical behavior of the trader who must have a relationship with the community because the purpose of making this promotional music sound cannot be separated from social behavior as a connoisseur or listener of the work. In addition, there is a musical sound in which there are identified aspects, namely in the form of sound notation, intervals, tone areas, determination of basic notes, tempo, dynamics, melodic formulas that have been described visually. The event of this promotional chant at the same time states a phenomenon of human musical behavior in everyday life.