Prinsip Kesantunan Berbahasa Barista Dan Dampaknya Terhadap Pelanggan DI Kafe Dkn Jember: Kajian Pragmatik

Abstract

This study examines the application of politeness principles in interactions between baristas and customers at DKN Cafe Jember from a pragmatic perspective. In the rapidly growing coffee shop industry in Indonesia, communication quality has become a crucial component of service excellence. Baristas are not only responsible for preparing beverages but also play an important role in shaping customers’ experiences through their use of language. This research aims to identify the types of politeness maxims used by baristas and to analyze their impact on customers’ perceptions and satisfaction. The study employs a qualitative descriptive method with a pragmatic approach. Data were collected through observation using both non-participant observation (Simak Bebas Libat Cakap) and participant observation (Simak Libat Cakap), supported by audio recordings and field notes. The interactions were transcribed and analyzed using the interactive data analysis model proposed by Miles, Huberman, and Saldana, which consists of data reduction, data display, and conclusion drawing. The analysis is based on Geoffrey Leech’s Politeness Principle, which includes six maxims: tact, generosity, approbation, modesty, agreement, and sympathy. The findings show that five maxims are dominantly applied in barista–customer interactions at DKN Cafe Jember, namely tact, generosity, approbation, agreement, and sympathy, while the modesty maxim rarely appears. The sympathy maxim is the most frequent, indicating that empathy and emotional management are central in café service communication. The use of these politeness strategies positively influences customers’ comfort, satisfaction, trust, and loyalty, and encourages a positive image of the café. This study concludes that politeness is not only a linguistic strategy but also a vital social and psychological resource in service communication.