Syaputra, Moch Rizky Agung (2023) Analisis Komunikasi Interpersonal Barista kepada konsumen dalam membangun Brand Loyalty Kedai Nay Kopi Surabaya. (Barista Interpersonal Communication Analysis to consumers in building Brand Loyalty at Kedai Nay Kopi Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Barista have a very important role in a coffee shop where they must be able to provide the best service to their customers, especially in conducting communication, especially interpersonal communication and being able to create brand loyalty for their company. This study aims to determine the interpersonal communication of baristas to their customers in building brand loyalty at Nay Kopi shops based on Mead's three Symbolic Interaction concepts and levels of brand loyalty. This research uses a type of descriptive qualitative research which aims to obtain correct and objective data. The technique used in collecting data is from the results of interviews, observation, and documentation. The object of this research is Nay Kopi Surabaya. The result of this study is to understand a certain meaning when interacting with the interlocutor. Interaction that develops through the symbols that society creates. These symbols include body movements, including sounds, physical movements, body expressions or body language that are done consciously. As well as another result is to find out the levels of brand loyalty obtained through various Nay Kopi consumers. From these two results a brand loyalty will be created where initially consumers are aware of the Nay Kopi brand and eventually start using Nay Kopi products and make customers loyal to a brand. Keywords : Interpersonal Communication, Barista, Customer, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Komunikasi Interpersonal, Barista, Konsumen, Brand Loyalty |
| Subjects: | H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800031 Moch Rizky Agung Syaputra |
| Date Deposited: | 16 Aug 2023 03:25 |
| Last Modified: | 16 Aug 2023 03:25 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24368 |
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