On ,At Reconstruction of the Reality of Women Workers as Yakult Lady at PT Yakult Indonesia Persada Kandis District, Riau

Kecamatan Kandis Riau

Abstract

This study reconstructs the reality behind women's empowerment by PT Yakult Indonesia
Persada Kandis District Region. This empowerment is done by employing housewives as Yakult
Lady. The Yakult Lady system is to sell Yakult products while promoting a healthy lifestyle.
Based on field observations, researchers found a different reality from Yakult Lady's work.
There are subtle exploits that are not visible in Yakult's communication with the Yakult Lady.
Yakult utilizes the psychology of current workers who do not need to be rewarded with money
but with appreciation or flattery through euphemisms for the words they communicate. This form
of distribution of exploitation is a new capitalism in Indonesia. Through the critical theory of Max
Horkheimer and the theory of social construction of the target group, Anne Schneider and
Hellen Ingram obtained research results that the Yakult Lady is empowered and exploited at the
same time.