ANALYZING BARISTA INTERPERSONAL COMMUNICATION IN CREATING CUSTOMER SATISFACTION CASE STUDY: BREWANG COFFEE BANDUNG

• Main Author: Sabhi Sabhirah, Nadhirah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64529
• Institution: Institut Teknologi Bandung

Brewang Coffee Bandung was founded by a group of young people who want to participate in the development and preservation of coffee that focuses on quality in the process of making, serving and learning coffee. Seen from the relationship between customers and Brewang baristas that occur in the field, Brewang Coffee Bandung customers are satisfied with the style of communication carried out by Brewang baristas. This study is to analyze and research this use qualitative approach, to identify and provide more insight into barista interpersonal communication in creating customer satisfaction, the authors collected data through interviews with five baristas as primary data, and ten loyal customers and one owner of the Brewang Coffee Bandung as secondary data. The research methodology is used in this research to gain information and identify the roles and barista communication style in the case of Brewang Coffee Bandung.using communication effectiveness and customer satisfaction models as a reference. The results of this study indicate that all aspects of communication effectiveness (openness, empathy, supportive attitude, equality) and all aspects of customer satisfaction (whole customer satisfaction, confirmation of hope, repurchase intention, willingness to recommend) are found in barista interpersonal communication in creating customer satisfaction in the Brewang Coffee Bandung. The recommendations for Brewang Coffee Bandung must be more assertive in communicating the rules to the customer even though there are no restrictions between baristas and customers, they should pay more attention to the quality and product variants to increase sales, and maintain all four aspects of communication effectiveness in creating customer satisfaction.