The Role of Baristas in Creating Customer Satisfaction at Olsen Coffee Shop, Semarang 36 29

Abstract

Abstract

The coffee shop industry is currently experiencing rapid growth, functioning not only as a place to enjoy coffee beverages but also as a space for socializing, working, studying, and engaging in various other productive activities. This shift in the function of coffee shops has made service quality one of the most important factors in attracting and retaining customers. In this context, the role of the barista becomes a crucial element, as baristas interact directly with customers and significantly influence the overall service experience. This study aims to examine and analyze “The Role of Baristas in Shaping Customer Satisfaction at Olsen Coffee Shop Semarang”. This research employs a descriptive qualitative method, with data collection techniques including interviews, observations, and documentation. The informants in this study consist of baristas and customers selected using a purposive sampling technique based on predetermined research criteria. The results indicate that baristas play an important role in creating customer satisfaction through three main aspects. In terms of cognitive outcomes, baristas demonstrate knowledge of coffee products, types of coffee beans, factors affecting coffee flavor, and brewing techniques. Regarding skill-based outcomes, baristas show competence in operating coffee machines, maintaining consistency in beverage quality, and keeping the work area clean and organized. Meanwhile, in affective outcomes, baristas display friendly, communicative, and responsive attitudes in providing services to customers. These three aspects have been proven to create positive customer experiences, enhance customer satisfaction, and maintain customer loyalty toward Olsen Coffee Shop Semarang.

Keywords: Barista, Customer Satisfaction, Coffee Shop, Service