Septyan, Rio (2025) ANALISIS KOMPETENSI KOMUNIKASI BARISTA STARBUCKS GRAND INDONESIA UPAYA MENINGKATKAN SERVICE EXCELLENCE. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Bisnis kopi di Indonesia, terutama Coffee Shop, berkembang pesat. Meskipun berasal dari Amerika, Coffee Shop memiliki potensi besar di Indonesia. Konsumen dari berbagai usia menjadikan kopi bagian dari gaya hidup, terutama generasi milenial. Kopi kini juga menjadi media komunikasi yang meningkatkan keakraban. Di Jakarta, perkembangan Coffee Shop sangat cepat, seperti Starbucks di mall Grand Indonesia. Pada tahun 2016, terdapat sekitar 3.000 Coffee Shop di Jakarta yang bersaing untuk menarik pelanggan. Persaingan ini mendorong pemilik kedai kopi membuat strategi unik untuk menarik dan mempertahankan pelanggan. Penelitian ini dilakukan karena bisnis kopi di Indonesia berkembang pesat, terutama di kota-kota besar seperti Jakarta. Starbucks Grand Indonesia, salah satu contohnya, menarik konsumen dengan konsep coworking space dan pelayanan unik. Penelitian ini bertujuan untuk menganalisis kompetensi komunikasi barista meningkatkan Service Excellence di Starbucks Grand Indonesia untuk membangun reputasi. Adapun konsep yang digunakan adalah 5 aspek yang mencakup keterbukaan, empati, dukungan, positif dan kesetaraan menurut Devito. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif kualitatif. Data dikumpulkan melalui wawancara, observasi dan dokumentasi. Teknik analisis data menggunakan pengumpulan data, reduksi data, penyajian data dan kesimpulan dengan Teknik keabsahan data menggunakan Triangulasi data. Hasil dari penelitian ini adalah Barista menggunakan metode storytelling dan menunjukkan sikap pelayanan unggul melalui pendekatan humanistik yang mencakup keterbukaan, empati, dukungan, positif dan kesetaraan, membangun kepuasan pelanggan serta komunikasi efektif. Namun, terdapat hambatan komunikasi seperti kesalahpahaman akibat kesalahan pencatatan dan perbedaan bahasa. Pandangan pelanggan sangat positif terhadap barista, menggunakan komunikasi verbal dan non-verbal, termasuk gerakan tangan yang menunjukkan penghargaan terhadap pelanggan, serta sikap ramah dan perhatian. The coffee business in Indonesia, especially coffee shops, is growing rapidly. Although originating from America, coffee shops have great potential in Indonesia. Consumers of all ages make coffee part of their lifestyle, especially millennials. Coffee is now also a medium of communication that increases intimacy. In Jakarta, the development of Coffee Shop is very fast, such as Starbucks in Grand Indonesia mall. In 2016, there were around 3,000 coffee shops in Jakarta competing to attract customers. This competition encourages coffee shop owners to create unique strategies to attract and retain customers. This research was conducted because the coffee business in Indonesia is growing rapidly, especially in big cities like Jakarta. Starbucks Grand Indonesia, for example, attracts customers with its coworking space concept and unique services. This research aims to analyze barista communication competence to improve Service Excellence at Starbucks Grand Indonesia to build reputation. The concept used is 5 aspects that include openness, empathy, support, positivity and equality according to Devito. This research uses a qualitative approach with a qualitative descriptive method. Data were collected through interviews, observation and documentation. Data analysis techniques use data collection, data reduction, data presentation and conclusions with data validity techniques using data triangulation. The results of this study are Barista using the storytelling method and showing superior service attitudes through a humanistic approach that includes openness, empathy, support, positivity and equality, building customer satisfaction and effective communication. However, there are communication barriers such as misunderstandings due to recording errors and language differences. Customers had a very positive view of the baristas, using verbal and non-verbal communication, including hand gestures that showed appreciation for the customers, as well as a friendly and caring attitude.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220120021 |
| Uncontrolled Keywords: | Kompetensi komunikasi, Barista, Pelayanan Prima, Starbucks. Communication competence, Barista, Excellent Service, Starbucks. |
| Subjects: | 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: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 22 Jan 2025 08:30 |
| Last Modified: | 22 Jan 2025 08:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93696 |
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