HILALIAH, HILALIAH (2025) PENDEKATAN KOMUNIKASI INTERPERSONAL PT. MITRA ADI PERKASA DALAM MEMBANGUN PELAYANAN PRIMA (Studi Deskriptif Kualitatif pada ZARA Mall Kota Kasablanka Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the role of interpersonal communication in delivering excellent service in the retail sector, focusing on the Zara brand managed by PT Mitra Adi Perkasa at Kota Kasablanka Mall. The research highlights how effective interpersonal communication—whether verbal, nonverbal, or digital—enhances team coordination and customer interactions. Findings indicate that strong interpersonal communication improves customer satisfaction, employee engagement, and motivation. However, challenges such as diverse customer characteristics, employees' lack of confidence, and miscommunication regarding exchange/refund policies between offline and online stores were identified. To address these issues, the company implements various strategies, including regular training, customer case simulations, and improved internal communication through daily briefings and feedback systems. Employees' interpersonal communication skills are assessed based on three key aspects: motivation, knowledge, and skills, measured through KPIs, customer feedback, and direct manager observations. This study provides valuable insights for the retail industry in developing more effective communication strategies to enhance customer experience and operational efficiency. Effective interpersonal communication is the foundation of excellent service. Excellent service includes not only clear information delivery and a friendly demeanor, but also the ability to deeply understand customers' needs and wants. In the context of fashion retail, service excellence is an important element to maintain competitiveness and retain customer loyalty. Through a quality service approach, brands can create a sustainable positive impression on consumers. Keywords : communication approach, interpersonal communication, excellent service Penelitian ini membahas peran komunikasi interpersonal dalam menciptakan pelayanan prima di sektor ritel, dengan studi kasus pada brand Zara yang dikelola oleh PT Mitra Adi Perkasa di Mall Kota Kasablanka. Fokus utama penelitian ini adalah bagaimana komunikasi interpersonal, baik verbal, nonverbal, maupun digital, memengaruhi koordinasi tim dan interaksi dengan pelanggan. Hasil penelitian menunjukkan bahwa komunikasi interpersonal yang efektif dapat meningkatkan kepuasan pelanggan serta keterlibatan dan motivasi karyawan. Namun, beberapa tantangan yang dihadapi meliputi perbedaan karakter pelanggan, kurangnya rasa percaya diri staf, serta miskomunikasi dalam kebijakan exchange/refund antara toko offline dan online. Untuk mengatasi hambatan ini, perusahaan menerapkan berbagai strategi, seperti pelatihan rutin, simulasi kasus pelanggan, serta peningkatan komunikasi internal melalui briefing harian dan sistem umpan balik. Kompetensi komunikasi interpersonal staf dinilai berdasarkan tiga aspek utama, yaitu motivasi, pengetahuan, dan keterampilan, yang diukur melalui KPI, umpan balik pelanggan, serta observasi langsung oleh manajer. Studi ini memberikan wawasan bagi industri ritel dalam mengembangkan strategi komunikasi yang lebih efektif guna meningkatkan pengalaman pelanggan serta efisiensi operasional perusahaan. Komunikasi interpersonal yang efektif merupakan fondasi dari pelayanan prima. Pelayanan yang memuaskan tidak hanya mencakup penyampaian informasi yang jelas dan sikap ramah, tetapi juga kemampuan untuk memahami kebutuhan dan keinginan pelanggan secara mendalam. Dalam konteks ritel fashion, pelayanan prima menjadi elemen penting untuk menjaga daya saing dan mempertahankan loyalitas konsumen. Melalui pendekatan pelayanan prima yang berkualitas, brand dapat menciptakan kesan positif yang berkelanjutan pada konsumen. Kata kunci : pendekatan komunikasi, komunikasi interpersonal,pelayanan prima
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 108 |
| NIM/NIDN Creators: | 44217120030 |
| Uncontrolled Keywords: | pendekatan komunikasi, komunikasi interpersonal,pelayanan prima |
| Subjects: | 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 04 Jun 2025 07:53 |
| Last Modified: | 04 Jun 2025 07:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95722 |
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