Anggraeni, Erina (2025) STRATEGI KOMUNIKASI INTERPERSONAL PREMORI RETAIL DALAM MEMBANGUN LOYALITAS RESELLER PADA KOMUNITAS “BE A FOUNDER”. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In today's business world, retaining existing customers is considered just as important as attracting new ones. Premori Retail, a premium hijab provider, implements interpersonal communication strategies to build reseller loyalty within the “Be a Founder” community. This study aims to understand the interpersonal communication strategies used by Premori Retail, as well as examine the stages and effectiveness of interpersonal relationships in shaping reseller loyalty. The study employs a qualitative approach using participatory observation and in-depth interviews with several informants within the community. This research draws on Joseph DeVito's theory of interpersonal communication, focusing on three stages of interpersonal relationships: contact, involvement, and intimacy. Additionally, this study uses five indicators of interpersonal relationship effectiveness: positive behavior, openness, supportive behavior, empathy, and similarity. Through this theory, the researcher attempts to analyze the stages and elements of interpersonal communication applied by Premori Retail in building strong and loyal relationships with resellers in the Be a Founder community. The methodology used is qualitative, with data collection through participatory observation and in-depth interviews to gain a comprehensive understanding of the strategies employed, as well as to directly observe the processes of building loyalty and interactions between the company and community members. This study found that the interpersonal communication strategies implemented by Premori Retail successfully fostered reseller loyalty within the “Be a Founder” community. Five indicators of interpersonal relationship effectiveness positive behavior, openness, supportive behavior, empathy, and similarity play a crucial role in creating warm, open, and emotional interactions between the company and resellers. Additionally, the stages of interpersonal relationships encompass all three stages: contact, involvement, and familiarity. This strategy not only increases active participation in the community but also builds long-term commitment. The study shows that effective and consistent interpersonal communication can serve as the primary foundation for creating strong emotional loyalty in business relationships. Keywords: Interpersonal Communication, Reseller Loyalty, Communication Strategy, Business Community, Premori Retail
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HT Communities. Classes. Races | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Erina Anggraeni | ||||||||
| Date Deposited: | 21 Jul 2025 03:35 | ||||||||
| Last Modified: | 21 Jul 2025 03:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40211 |
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