AKTIVITAS CUSTOMER RELATIONS DALAM MENGEMBALIKAN CITRA POSITIF STARBUCKS KOTA KASABLANKA JAKARTA

TAMTOMO, CLARASATI ADINDA (2023) AKTIVITAS CUSTOMER RELATIONS DALAM MENGEMBALIKAN CITRA POSITIF STARBUCKS KOTA KASABLANKA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Citra Positif Starbucks Kota Kasablanka Jakarta sangatlah dibutuhkan, meski adanya masalah yang terjadi dalam prosesnya perusahaan. Citra baik dan positif sebuah perusahaan jasa pelayanan sangat ditentukan dengan pelayanan yang diberikan. Disini Starbucks Kota Kasablanka Jakarta adalah kedai kopi yang berinteraksi langsung dengan konsumen untuk menentukan tercapai tidaknya kepuasan konsumen. Customer relations sendiri pada intinya yaitu bagaimana cara menjalin hubungan baik dengan konsumen dan mengembalikan citra baik perusahaan dengan CRM. Sehingga menjadi focus penelitian ini adalah mengetahui aktivitas Customer Relation di Starbucks Kota Kasablanka dalam mengembalikan citra positif. Teori yang digunakan dalam penelitian ini adalah teori proses Public Relations dari Cutlip & Center yang menjelaskan proses Public relations meliputi fact finding, planning, communication dan evaluation, serta teori CRM dari Anton dan Goldenbery mengenai aspek CRM yaitu, sumber daya, teknologi dan proses. Penelitian ini menggunakan paradigma post positivisme dengan metode deskriptif – kualitatif. Subjek penelitian yang akan di teliti yaitu dua orang internal Starbucks kota kasablanka dan tiga orang pelanggan. Teknik pengumpulan data menggunakan wawancara mendalam sebagai data primer dan menggunakan rekaman wawancara berupa teks, foto, dokumentasi dan beberapa literature studi pustaka sebagai data sekunder Hasil penelitian ini aktivitas yang dilakukan oleh starbucks Kota Kasablanka dimulai dengan fact fincing ketika ditemukannya fakta keluhan dari pelanggan serta menurunnya jumlah omset, lalu dilakukan planning di mana pengelola melakukan rencana menangani keluhan dengan menawarkan promo, menangani saran dengan segera serta memberi edukasi lebih mendalam kepada pelanggan, lalu Communication di mana implementasinya dilakukan langsung oleh seluruh lapisan pengelola Starbucks Kota Kasablanka, dan adanya juga evaluation dengan menyebar form survey timbal balik dalam struk belanja. Kata Kunci : Customer Relation Management, pelanggan, food and beverages, citra. The Positive Image of Starbucks Kota Kasablanka Jakarta is urgently needed, even though there are problems that occur in the company's process. The good and positive image of a service company is largely determined by the services provided. Here Starbucks Kota Kasablanka Jakarta is a coffee shop that interacts directly with consumers to determine whether or not consumer satisfaction has been achieved. Customer relations itself is essentially how to establish good relationships with consumers and restore the company's good image with CRM. So the focus of this research is to determine Customer Relations activities at Starbucks Kota Kasablanka in restoring a positive image. The theory used in this research is the Public Relations process theory from Cutlip & Center which explains the Public Relations process including fact finding, planning, communication and evaluation, as well as the CRM theory from Anton and Goldenbery regarding CRM aspects, namely, resources, technology and processes. This study uses a post-positivism paradigm with a descriptive-qualitative method. The research subjects to be examined were two internal Starbucks Kota Kasablanka people and three customers. The data collection technique uses in-depth interviews as primary data and uses recorded interviews in the form of text, photos, documentation and several literature studies as secondary data. The results of this research are that the activities carried out by Starbucks Kota Kasablanka began with fact finding when the facts of complaints from customers were discovered and the number of turnover was decreasing, then planning was carried out where the management carried out a plan to handle complaints by offering promos, handling suggestions immediately and providing more in-depth education to customers. , then Communication where implementation is carried out directly by all levels of Starbucks Kota Kasablanka management, and there is also evaluation by distributing reciprocal survey forms in shopping receipts. Keywords: Customer Relations Management, customers, food and beverages, image.

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