Fazilah, Khairatul (2025) KOMUNIKASI INTERPERSONAL PEDAGANG IKAN DI PASAR TRADISIONAL GAMPONG UJONG BLANG DALAM MENJAGA LOYALITAS PELANGGAN. S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRACT The purpose of this research is to learn how the fish vendors at the Gampong Ujong Blang Traditional Market use interpersonal communication to keep their customers coming back. The data for this qualitative descriptive research came from a combination of in-depth interviews lasting 10–45 minutes, documentation, and one week of participant observation. Market regulars and seafood vendors served as informants for this research. The study's findings corroborate Joseph A. DeVito's claim that traders' interpersonal communication is characterized by five essential traits: positivity, equality, openness, empathy, and supportive views. Openness is evident in the vendors' honesty when communicating the quality and price of the fish. Empathy is demonstrated through the vendors' ability to understand customers' needs without them having to be verbally expressed. Supportive attitudes are evident in the vendors' willingness to accept feedback and provide solutions when complaints arise. Positive feelings emerge from friendly interactions, the use of local language, and light-hearted jokes that create a comfortable atmosphere. Equality is evident in the fair treatment of all customers regardless of their status. This study was also analyzed using Erving Goffman's theory of interaction engagement and Wilbur Schramm's model of interactional communication to examine the importance of attention, perception, and responsiveness in the two-way communication process between vendors and customers. The findings indicate that effective interpersonal communication is the key to building customer trust and loyalty in traditional market environments. Keywords: Interpersonal communication, customer loyalty, traditional market, fish merchants, interaction engagement

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > 70201 - Jurusan Ilmu Komunikasi
Depositing User:	khairatul fazilah
Date Deposited:	27 Aug 2025 05:07
Last Modified:	27 Aug 2025 05:07
URI:	https://rama.unimal.ac.id/id/eprint/14496

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