Komunikasi Barista dalam Menciptakan Kepuasan Pelanggan (Studi Fenomenologi pada Barista Thirty3Brew Surabaya)
DOI:
https://doi.org/10.26740/tc.v9i3.71507Keywords:
barista, interaksi simbolik, kepuasaaan pelangganAbstract
Penelitian ini dilatar belakangi pentingnya komunikasi dalam sektor bisnis terutama dalam pelayanan, terutama dalam menumbuhkan pengalaman pelanggan yang memuaskan. Tujuan penelitian ini untuk menganalisis bagaimana komunikasi barista dengan konsumen dengan berdasar pada teori interaksi simbolik dan teori kepuasan pelanggan Philip Kotler. Metode penelitian menggunakan metode deskriptif kualitatif. Pengumpulan data dilakukan dengan observasi, in-depth interview dan tambahan informasi melalui kajian pustaka. Hasil penelitian menunjukkan dari sisi barista bahwa berjalannya komunikasi verbal dan non-verbal menghasilkan sifat empati dari barista kepada konsumen yang menimbulkan suasana nyaman ketika berinteraksi. Sedangkan dari perspektif pelanggan, komunikasi yang baik dari para barista menimbulkan kesan baik dari para pelanggan ketika berada di tempat maupun setelah meninggalkan tempat. Jadi, komunikasi antar pelanggan dan barista café Thirty3Brew Surabaya sesuai dengan teori interaksi simbolik dan teori kepuasan pelanggan Philip Kotler, sehingga pelanggan dan barista sama-sama merasa nyaman ketika berkomunikasi.
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