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KEDAI KOLEGA SEBAGAI RUANG SOSIAL: STUDI PERAN KARYAWAN DALAM MEMBENTUK IDENTITAS SOSIAL KAFE
Kedai Kolega is one of the cafes in Yogyakarta managed by PT. Aseli Dagadu Djokdja as a social space for a community cafe. The employee's role is to form and maintain the cafe's social identity through the company's work culture. Therefore, this research aims to examine employee patterns and interactions with community customers and find out employee work culture including values, norms and internal communication to form the cafe's social identity. The role of Kedai Kolega employees in the work culture and interaction patterns of employees with the community in the cafe has been researched through Erving Goffman's dramaturgical theory. This research uses a qualitative method with a case study type of research. Information obtained through interviews with 8 employees and 8 community members, observation and documentation. The results of this research are: (1) cafe employees carry out impression management on customers by following a script which is the key to building cafe perception, (2) collaboration with Dagadu to form a cafe that supports the arts to attract the community. (3) social space is formed in the Jogja Beatles and Poundfit Weekendfolks communities at Kedai Kolega. (4) there is a social dilemma among cafe employees making significant differences in the back stage and front stage. (5) the organizational culture of the colleague shop is guided by the values of PT. Aseli Dagadu Djokdja, follows the norms created from the company's values, and carries out horizontal and vertical communication to shape the identity of the colleague shop as a cafe that supports community activities in Yogyakarta.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 20107020015 Lavita Nouva Rahmaningrum
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