Strategi Komunikasi Service Excellent Dongeng Kopi Jogja Dalam Meningkatkan Loyalitas Pelanggan

Abstract

In recent years the trend of drinking coffee is quite popular in Indonesian society. Currently, we find many coffee shop businesses or coffee shops in Indonesia. One of them is the Jogja Coffee Tale which provides excellent service or service excellence to its customers to create prospective buyers into loyal customers and increase customer satisfaction and increase customer loyalty. This study aims to determine the excellent service performed by Dongeng Kopi Jogja in increasing customer loyalty. This study aims to determine the excellent service performed by Dongeng Kopi Jogja in increasing customer loyalty. In this study, the researcher used a qualitative descriptive study research method. Collecting data in this study using interviews, observation and documentation studies with internal parties and customers from Dongeng Kopi Jogja. In implementing the excellent service of a company or business, it must apply six elements of the concept in order to achieve success, namely attitude, ability, appearance, attention, action and responsibility. The results of the study show that the implementation of service excellent by Dongeng Kopi Jogja to customers has been implemented and is said to be very good for its customers, what distinguishes it from excellent service from other coffee shops is an indicator of attention, where this is applied by the barista Dongeng Kopi Jogja when offering customers who come in the morning to make their own coffee in the Make Your Own Coffee program. In addition, in terms of responsibility, Dongeng Kopi Jogja has a product guarantee for customers who are not satisfied by changing the menu to a new one. Dongeng Kopi Jogja is very concerned about caring to minimize dissatisfaction with its customers. It's very rare to find coffee shops that have a beverage product warranty like the story of Dongeng Kopi.