Strategi Komunikasi Interpersonal Frontliner dalam Membangun Loyalitas Pelanggan di Naughty Accessories Mall Karawang Central Plaza

Authors

  • Indri Karisa Putri Universitas Singaperbangsa Karawang
  • Firdaus Yuni Dharta Universitas Singaperbangsa Karawang
  • Tikka Muslimah Universitas Singaperbangsa Karawang

DOI:

https://doi.org/10.55606/juitik.v5i1.1316

Keywords:

interpersonal communication, customer loyalty, service strategy, frontliner, social exchange theory

Abstract

This study aims to examine the interpersonal communication strategies applied by frontliners at Naughty Accessories Mall Karawang Central Plaza in building customer loyalty. The research is motivated by the increasing customer demand for excellent service and the intense competition among brands in the retail accessories industry. The method used is a descriptive qualitative approach with in-depth interview techniques and participatory observation. The results show that the interpersonal communication strategy, which includes Joseph DeVito’s five dimensions—openness, empathy, supportiveness, positiveness, and equality—effectively builds emotional closeness, creates comfort, and increases repurchase intensity. Frontliners at Naughty do more than sell products; they create a pleasant shopping experience. This finding is reinforced by Peter Blau's social exchange theory, which explains that loyalty is formed when customers feel the benefits they receive outweigh the sacrifices they make.

References

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DeVito, J. A. (2011). The interpersonal communication book (13th ed.). Boston: Pearson.

Effendy, O. U. (2007). Ilmu komunikasi: Teori dan praktek. Bandung: Remaja Rosdakarya.

Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63(4), 33–44. https://doi.org/10.1177/002224299906300403

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Wood, J. T. (2011). Communication theories in action: An introduction (3rd ed.). Boston: Wadsworth.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill.

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Published

2025-07-02

How to Cite

Indri Karisa Putri, Firdaus Yuni Dharta, & Tikka Muslimah. (2025). Strategi Komunikasi Interpersonal Frontliner dalam Membangun Loyalitas Pelanggan di Naughty Accessories Mall Karawang Central Plaza. Jurnal Ilmiah Teknik Informatika Dan Komunikasi, 5(1), 490–501. https://doi.org/10.55606/juitik.v5i1.1316

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