Relasi Komunikasi Ketidaksantunan Pelayan Dan Performa Penjualan Coffeeshop: Kajian Pragmatik Berbasis Model Impoliteness Culpeper
Abstract
Penelitian ini bertujuan untuk mengkaji relasi antara komunikasi ketidaksantunan pelayan dan performa penjualan coffeeshop dalam perspektif pragmatik berbasis model impoliteness Jonathan Culpeper. Penelitian menggunakan pendekatan deskriptif kualitatif untuk mengidentifikasi bentuk-bentuk ketidaksantunan dalam interaksi pelayanan serta implikasinya terhadap dinamika omset usaha. Data penelitian diperoleh melalui wawancara dengan pemilik usaha serta pengamatan langsung terhadap praktik pelayanan di Rona Coffee yang berlokasi di Kota Bima. Hasil penelitian menunjukkan bahwa praktik komunikasi pelayan yang mengandung unsur ketidaksantunan—baik dalam bentuk pengabaian respons, penggunaan tuturan langsung tanpa mitigasi, maupun kesantunan semu—berpotensi memengaruhi persepsi pelanggan terhadap kualitas layanan. Persepsi negatif tersebut berdampak pada pengalaman pelanggan, kecenderungan pembelian ulang, serta loyalitas terhadap usaha. Secara tidak langsung, kondisi ini berkorelasi dengan fluktuasi performa penjualan. Temuan ini menegaskan bahwa aspek linguistik dalam pelayanan memiliki implikasi strategis terhadap keberlanjutan ekonomi coffeeshop. Dengan demikian, penelitian ini memperluas penerapan kajian pragmatik ke ranah komunikasi layanan dan manajemen usaha berbasis pengalaman pelanggan.
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