Fristianti, Tia (2025) STRATEGI KOMUNIKASI PENANGANAN KELUHAN KONSUMEN DI PERUSAHAAN STARTUP DIGITAL (Studi Kasus pada Customer Service PT Tokopedia Indonesia). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Komunikasi merupakan elemen vital dalam interaksi sosial maupun organisasi bisnis, termasuk perusahaan startup digital. Perusahaan startup digital, yang menghadapi persaingan ketat, dituntut memiliki strategi komunikasi yang efektif untuk menangani keluhan konsumen guna mempertahankan pelanggan dan meningkatkan reputasi merek. Penelitian ini bertujuan untuk mengeksplorasi bagaimana PT Tokopedia mengelola keluhan konsumen melalui pendekatan komunikasi yang transparan dan terbuka. Pada penelitian terdahulu terdapat 5 penelitian terdahulu adapun kajian pustaka meliputi komunikasi, strategi komunikasi, public relation, e-commerce, customer service, keluhan konsumen, peran customer service dalam penanganan keluhan konsumen, media sosial dan platform online dalam penanganan keluhan konsumen, kepuasan pelanggan. Penelitian ini menggunakan paradigma konstruktivis dengan metode deskriptif kualitatif. Teknik pengumpulan data melibatkan wawancara mendalam, observasi partisipatif, dan analisis data sekunder. Proses analisis data meliputi tiga tahapan yakni reduksi data, penyajian data, dan penarikan kesimpulan. Untuk memastikan keabsahan data, penelitian ini menerapkan triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa strategi komunikasi yang diterapkan oleh Tokopedia, khususnya melalui CFS, selaras dengan prinsip-prinsip Teori Komunikasi Interpersonal dan Teori Kepuasan Pelanggan. Pendekatan berbasis empati, kejelasan pesan, dan respons cepat tidak hanya meningkatkan kepuasan pelanggan tetapi juga membangun hubungan jangka panjang yang positif. Strategi ini membantu Tokopedia mempertahankan posisinya sebagai salah satu platform e-commerce terkemuka di Indonesia. Communication is a vital element in both social interactions and business organizations, including digital startups. In the face of intense competition, digital startups are required to have effective communication strategies to handle consumer complaints, ensuring customer retention and enhancing brand reputation. This study aims to explore how PT Tokopedia manages consumer complaints through a transparent and open communication approach. The literature review includes previous studies and key concepts such as communication, communication strategies, public relations, e-commerce, customer service, consumer complaints, the role of customer service in handling complaints, the use of social media and online platforms in addressing complaints, and customer satisfaction. This research employs a constructivist paradigm with a qualitative descriptive method. Data collection techniques include in-depth interviews, participatory observation, and secondary data analysis. The data analysis process consists of three stages: data reduction, data presentation, and conclusion drawing. To ensure data validity, the study applies source and technique triangulation. The findings reveal that the communication strategies implemented by Tokopedia, particularly through its Customer Fulfillment Services (CFS), align with the principles of Interpersonal Communication Theory and Customer Satisfaction Theory. Approaches emphasizing empathy, message clarity, and prompt responses not only enhance customer satisfaction but also foster long-term positive relationships. These strategies have helped Tokopedia maintain its position as one of the leading e-commerce platforms in Indonesia.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220120017 |
| Uncontrolled Keywords: | Customer Service, Strategi Komunikasi, Startup Digital, Tokopedia. Customer Service, Communication Strategy, Digital Startup, Tokopedia. |
| 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: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 04 Mar 2025 02:41 |
| Last Modified: | 04 Mar 2025 02:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94623 |
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