KOMUNIKASI PERSUASIF ANTARA PELANGGAN DAN BARISTA DI COFFEE SHOP

Abstract

This study discusses persuasive communication between customers and baristas in a coffee shop, namely Starbucks Coffee. In this article, we discuss how the barista serves his customers well so that the customer is satisfied with the barista's service using the concept of excellent service. This study aims to determine the abilities, actions, and responsibilities of baristas in serving their customers. The research place used by researchers is Starbucks Rest Area KM 72A. This study took the research subjects, namely leaders, employees, and customers in Starbucks Rest Area KM 72A. Collecting data in this study using interviews, non-participant observation, literature study, and documentation study. On the basic concept of excellent service, you can find out how this Starbucks barista has provided the best service or still cannot be accepted by the customer. This study uses the theory of elaboration likelihood models (ELM) developed by Richard E. Petty and John T. Cacioppo. The research method using a qualitative method with a qualitative descriptive approach which aims to better explain or describe how the service provided by the barista to the customer and how the customer receives the service from the barista. The results of this study are that ability, action, and responsibility are very important for baristas in carrying out a good service to their customers, and also from that ability, action and responsibility to provide good service to each other