TEKNIK KOMUNIKASI PERSUASIF DALAM BISNIS COFFEESHOP (STUDI DESKRIPTIF KUALITATIF DENGAN TEMA ‘KOPI TIDAK PAHIT’ DI GENDING KOPI NUSANTARA YOGYAKARTA)

HERU PRAYOGA, NIM. 11730029 (2018) TEKNIK KOMUNIKASI PERSUASIF DALAM BISNIS COFFEESHOP (STUDI DESKRIPTIF KUALITATIF DENGAN TEMA ‘KOPI TIDAK PAHIT’ DI GENDING KOPI NUSANTARA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Coffee is one of the most popular beverage in Indonesia because of its benefit. Public interest in coffee consumption is increasing every year, as well as increasing of coffee business, especially in Yogyakarta. Coffeeshop market is on the rise. It creates the trend of 'non bitter coffee'. This study describes the persuasive communication techniques in Gending Kopi Nusantara about 'non bitter coffee'. Type of research is qualitative with the descriptive method. The subjects of this study are Jojo as a coffeeshopper, employee, and customers. Data collection techniques are carried out by interviews, observation, and documentation. Researcher use source triangulation to check the validity of data. The result of this study is the persuasive communication technique applied in the Gending Kopi Nusantara is an association technique with the theme 'non bitter coffee' for attracting and interacting with customers. Teknik Integrasi is done by barista sensitivity in consumer’s taste. Teknik ganjaran is done by telling customers the benefits of 'non bitter coffee', and teknik tataan is done by making customers emotion as target. The red-hering technique is not implemented because it is not suitable in the coffeeshop business at Gending Kopi Nusantara with the theme of non bitter coffee. Those techniques are obtained because of the elements, principles, and processes. Persuasive communication techniques applied in Gending Kopi Nusantara are good and effective in the terms of implementation.

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