PENGEMBANGAN KREATIVITAS USAHA KAFÉ TENDA DAN WARUNG LESEHAN MELALUI PELAYANAN PRIMA SEBAGAI UPAYA BERWIRASWASTA UNTUK MENGATASI PENGANGGURAN DI KOTA MALANG

Abstract: One of phenomenon that can be seen in Malang town,  especially in the night, through the Veteran Street, we see many tent café and lesehan stalls. The same thing we meet also  in  Sunday  morning  around  Gajayana  Stadium.  The  good  management  will  have significant impact to the income of merchants. However, tent cafes and lesehan stalls are still managed traditionally, simple, and unpretentious.
Method:  this  research  is  qualitative,  that  is  research  conducted  by  collecting  data  from informants  (interview)  and  observation,  also  documentation.  This  research  makes  interview to  the  owner  of  tent  cafes  about  how  they  serve  consumers.  This  research  works  during  at least two mounts.   
Result:  they  serve  consumers  in  a  simple  way  and  it  is  not  professionally.  So  that  it  is important  to  give  best  service  (prima  service)  for  the  consumers  to  increase  their  income. Because,  in  philosophy  of  business  is  known  that  customers  or  consumers  do  not  only  buy product but also the service. 
Conclusion: entrepreneur means creating employment for our self and others, to get income for fulfilling the requirement of life. Prima service pays attention to customer as unique and interesting person, which deserves to get  the  best  and  satisfied  service.  Giving  prima  service  to  customer  has  a  purpose  to  win competition in a business.
Keywords: creativity, prima service, entrepreneur, and unemployment
Penulis: Tristiadi Ardi Ardani
Kode Jurnal: jppiodd050007

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