KOMUNIKASI INTERPERSONAL BARISTA STARBUCKS DALAM MENCIPTAKAN KEPUASAN PELANGGAN (Studi Deskriptif Kualitatif Pada Barista Starbucks Coffee Palem Semi, Tangerang)

ADRIANTO, DIMAS (2022) KOMUNIKASI INTERPERSONAL BARISTA STARBUCKS DALAM MENCIPTAKAN KEPUASAN PELANGGAN (Studi Deskriptif Kualitatif Pada Barista Starbucks Coffee Palem Semi, Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the importance of interpersonal communication between Starbucks Coffee Palem Semi baristas to customers in creating customer satisfaction. The purpose of this study was to determine the interpersonal communication of Starbucks Coffee Palem Semi baristas to customers in creating customer satisfaction. The theory used in this research is the theory of communication, interpersonal communication, and customer satisfaction. This study uses a qualitative descriptive research method using the post-positivism paradigm. This research data collection technique consists of three steps, namely, observation, interviews, and document analysis. The results of this study indicate that the barista performs interpersonal communication to customers who have been in accordance with the five aspects of interpersonal communication based on Joseph A Devito's theory in creating customer satisfaction, namely openness, empathy, supportive attitude, positive attitude, and equality. The company has SOPs and skills training for baristas such as communicating, serving customers based on Starbucks' corporate mission and values, and coffee brewing skills. In creating customer satisfaction, Starbucks Coffee Palem Semi baristas focus on interpersonal communication activities with customers in addition to services directed by store managers and supervisors. So that customers can feel satisfaction when visiting Starbucks Coffee Palem Semi outlets. Keywords: Interpersonal Communication, Barista, Customer, Customer Satisfaction Penelitian ini dilatarbelakangi oleh pentingnya komunikasi interpersonal barista Starbucks Coffee Palem Semi kepada pelanggan dalam menciptakan kepuasan pelanggan. Tujuan penelitian ini adalah untuk mengetahui komunikasi interpersonal barista Starbucks Coffee Palem Semi kepada pelanggan dalam menciptakan kepuasan pelanggan. Teori yang digunakan dalam penelitian ini adalah teori tentang komunikasi, komunikasi interpersonal, dan kepuasan pelanggan. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dengan menggunakan paradigma post positivisme. Teknik pengumpulan data penelitian ini terdiri dari tiga langkah yaitu, observasi, wawancaara, dan analisa dokumen. Hasil penelitian ini menunjukan bahwa barista melakukan komunikasi interpersonal kepada pelanggan yang telah sesuai dengan lima aspek komunikasi interpersonal berdasarkan teori Joseph A Devito dalam menciptakan kepuasan pelanggan, yaitu keterbukaan, empati, sikap mendukung, sikap positif, dan kesetaraan. Perusahaan memiliki SOP dan pelatihan keterampilan untuk barista seperti berkomunikasi, melayani pelanggan berdasarkan misi dan nilai perusahaan Starbucks, serta keterampilan meracik minuman kopi. Dalam menciptakan kepuasan pelanggan, barista Starbucks Coffee Palem Semi berfokus pada aktivitas komunikasi interpersonal bersama pelanggan disamping pelayanan yang diarahkan oleh store manager dan supervisor. Sehingga pelanggan dapat merasakan kepuasan ketika berkunjung ke gerai Starbucks Coffee Palem Semi. Kata Kunci: Komunikasi Interpersonal, Barista, Pelanggan, Kepuasan Pelanggan

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 220
NIM/NIDN Creators: 44217110088
Uncontrolled Keywords: Komunikasi Interpersonal, Barista, Pelanggan, Kepuasan Pelanggan
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 12 Apr 2023 07:18
Last Modified: 12 Apr 2023 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/76412

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