HERMALA, MALA (2026) STRATEGI PERSONAL SELLING FORE COFFEE DALAM MENINGKATKAN LOYALITAS PELANGGAN (STUDI KASUS FORE COFFEE CABANG CITRA 6, JAKARTA BARAT TAHUN 2026). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the personal selling strategies implemented by Fore Coffee in increasing customer loyalty, using a case study at the Citra 6 branch in West Jakarta. The research uses a qualitative approach with a case study method, where data is obtained through observation, in-depth interviews, and documentation. The research results show that personal selling carried out by Fore Coffee's baristas and staff not only functions as a sales tool but also as an interpersonal communication medium that builds emotional closeness with customers. The use of digital applications further strengthens this strategy because Fore Coffee is able to collect and analyze customer preference data, making the interactions by baristas more targeted. This aligns with the theory of Integrated Marketing Communication (IMC), which emphasizes the importance of consistency and integration across various communication channels. Thus the personal selling through the barista's interpersonal communication has proven to be an effective strategy in building customer loyalty at Fore Coffee amidst the increasingly competitive coffee industry. The combination of personal interactions in-store and support from the digital application allows Fore Coffee to create a holistic customer experience, enhance satisfaction, strengthen emotional bonds and encourage repeat purchases. Keywords: Personal Selling, Customer Loyalty, Fore Coffee, IMC Penelitian ini bertujuan untuk menganalisis strategi personal selling yang diterapkan Fore Coffee dalam meningkatkan loyalitas pelanggan studi kasus pada cabang Citra 6 Jakarta Barat. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, di mana data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa personal selling yang dilakukan oleh barista dan staf Fore Coffee tidak hanya berfungsi sebagai sarana penjualan, tetapi juga sebagai media komunikasi interpersonal yang membangun kedekatan emosional dengan pelanggan. Pemanfaatan aplikasi digital semakin memperkuat strategi tersebut karena Fore Coffee mampu mengumpulkan dan menganalisis data preferensi pelanggan, sehingga interaksi yang dilakukan barista menjadi lebih tepat sasaran. Hal ini sejalan dengan teori Integrated Marketing Communication (IMC) yang menekankan pentingnya konsistensi dan integrasi berbagai saluran komunikasi. Dengan demikian, personal selling melalui komunikasi interpersonal barista terbukti menjadi strategi efektif dalam membangun loyalitas pelanggan Fore Coffee di tengah persaingan industri kopi yang semakin kompetitif. Kombinasi interaksi personal di gerai dan dukungan aplikasi digital, Fore Coffee mampu menciptakan pengalaman pelanggan yang holistik, meningkatkan kepuasan, memperkuat ikatan emosional, serta mendorong pembelian ulang. Kata Kunci: Personal Selling, Loyalitas Pelanggan, Fore Coffee, IMC
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