KOMUNIKASI KREATIF MELALUI SPEECH ACT THEORY BARISTA DI STARBUCKS MALL TAMAN ANGGREK

TANURAHARDJA, VEREN (2022) KOMUNIKASI KREATIF MELALUI SPEECH ACT THEORY BARISTA DI STARBUCKS MALL TAMAN ANGGREK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In this study, researchers used PT to analyze the problem discussed, namely Creative Communication through Speech Act Theory Barista at Starbucks Mall Taman Anggrek with an offer given by a Starbucks barista. Because additional to Starbucks is rarely promoted through advertisements and promos, so it is the job of the baristas to persuade buyers to be interested in these additionals.In this study, the researcher used the act speech theory. In the theory of speaking action, the researcher wants to find out how creative Starbucks barista communication is to buyers, whether the Starbucks barista's way of speaking is able to persuade or attract buyers or not. Then in this study the researchers used qualitative methods with data collection techniques through interviews conducted with Starbucks baristas. From this research, it can be concluded that Creative Communication through Speech Act Theory Barista at Starbucks Mall Taman Anggrek, preparations made by baristas before promoting to customers starting from conceptualizing messages to be delivered, appearances, explaining products, briefings led by managers to provide motivation and evaluation of the barista at Starbucks Mall Taman Anggrek. Baristas also pay attention to several things in communicating with customers including attitudes, and the use of language according to the customer'sbackground.Keywords: Communication Pattern, Creative Communication, Barista. Pada penelitian ini peneliti menggunakan PT untuk menganalisis masalah yang dibahas adalah Komunikasi Kreatif melalui Speech Act Theory Barista di Starbucks Mall Taman Anggrekdengan tawaran yang diberikan oleh barista Starbucks. Karena additional pada starbucks hampir jarang sekali dipormosikan melalui iklan dan promo, sehingga ini menjadi tugas para barista untuk mempersuasi pembeli agar tertarik dengan additional tersebut. Pada penelitian ini peneliti menggunakan teori aksi berbicara (act speech theory). Pada teori aksi berbicarapeneliti inginmengetahui bagaimanakreatif komunikasi barista Starbucks kepada pembeli, apakah cara berbicara yang dilakukan oleh barista Starbucksmampu mempersuasi atau menarik minat pembeli atau tidak. Kemudian dalam penelitian ini peneliti menggunakan metode kualitatif dengan teknik pengambilan data melalui wawancara yang dilakukan dengan barista starbucks. Dari penelitian ini dapat disimpulkan bahwaKomunikasi Kreatif melalu Speech Act Theory Barista di Starbucks Mall Taman Anggrek,persiapan yang dilakukan baristasebelum melakukan promosi kepada customersmulai dari mengonsep pesan yang akan disampaikan, penampilan, menjelaskan produk, briefing yang dipimpin oleh managerguna memberikan motivasi dan evaluasi kepada baristadi Starbucks MallTaman Anggrek. Baristajuga memperhatikan beberapa hal dalam berkomunikasi dengan customermeliputi sikap, dan penggunaanbahasa menyesuaikan latar belakang customer. Kata Kunci: Pola Komunikasi, Komunikasi Kreatif, Barista.

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