THE CONVERSATIONAL STYLES USED BY MALE AND FEMALE SELLERS IN BUSINESS TRANSACTIONS AT TRADITIONAL MARKET "PASAR SENTOSA BARU" MEDAN

This research deals with the conversational styles by male and female sellers in business transactions at traditional market “Pasar Sentosa Baru” Medan. It was conducted using qualitative research design. The subjects of 8 persons namely 4 male sellers and 4 female sellers were taken which they produced 20 conversations for each genders. The ages ranged from 30 to 60 years old. They come from various sellers, namely fish, chicken, vegetables, fruits, and spice. The instruments of collecting data were observation, recording, field notes, and interviewing adopted by Miles, Huberman, and Saldana (2014). The researcher observed the subject closely and interviewed them. Then the responses were classified a verified with reference to the criteria of conversational styles by male and female as determined by Swann (2000), namely amount of talk, interruption, conversational support, tentativeness, and compliment. The findings show that there were five types of conversational styles used by male and female sellers. In conversational styles used by male sellers; amount of talk (30%), interruption (26.7%), conversational support (21.7%), compliment (16.6%), and tentativeness (5%). In conversational styles used by female sellers; interruption (29%), amount of talk (23%), conversational support (24%), tentativeness (15%), and compliment (9%). In conversational styles in male sellers business transaction, the more dominant responses refer to talk of amount because they talk much in interaction in public context, they tendency it is public context it is conducted that they feel. It is needed to establish or maintain their status in that group. In conversational styles in female sellers business transaction, the more dominant responses refer to interruption because the female sellers are taken as a violation and a sign of conversational dominance. In this case the female sellers have been found interrupt the buyers is likely it is caused that they suppose to presume that thy have a right to take the floor from the buyers.