Strategi Komunikasi Antarpribadi Barista dan Regular Customer Sebagai Motivasi dalam Peningkatan Brand Loyalty

Abstract

These days a lot of coffee shops are developing in Indonesia, therefore competitiveness to create and maintain brand loyalty in the coffee business is quite difficult. Starbucks, which was founded in 1971, has a communication strategy that is built on the values, vision, mission, and systems created by Starbucks itself. This research is focused on interpersonal communication by baristas and loyal customers or commonly referred to as “regular customers” at Starbucks Mal Kelapa Gading 2. The stages in social penetration theory are used in this research. This research uses a constructivism paradigm research method and descriptive qualitative method through the type of case study research. The results of this study are any communication strategy that motivates baristas to increase brand loyalty to regular customers which are associated with the characteristics of interpersonal communication, assumptions of social penetration, and stages of interpersonal communication according to social penetration theory.