PERAN KOMUNIKASI BISNIS DAN STRATEGI NEGOSIASI DALAM MENINGKATKAN KEPUASAN PELANGGAN PADA UMKM KULINER DI KOTA GORONTALO

 Sudarsono Sudarsono, Aprillia Maharani Rapang, Regina Manenelu, Rahmawati Antu, Meutia Mahardika Hadju, Nurjana Tuge

Abstract


Culinary MSMEs face increasing competition that requires business owners not only to maintain product quality but also to create service experiences that help retain customers. This study aims to analyze the role of business communication and negotiation strategies in enhancing customer satisfaction among culinary MSMEs in Gorontalo City. A descriptive qualitative approach was employed, with informants selected purposively. Data were collected through in-depth interviews, observations, and documentation and analyzed through data condensation, data display, and conclusion drawing and verification. The findings show that clear, friendly, open, and responsive communication helps business owners understand customer needs and create comfortable service interactions. Collaborative negotiation strategies are applied to accommodate specific requests and resolve complaints by offering mutually acceptable alternatives. The integration of these practices forms a pattern of communication, needs understanding, negotiation, resolution, and customer satisfaction. Customer satisfaction is reflected in customers' tendency to make repeat purchases and recommend the businesses to others

Keywords


Business Communication; Negotiation Strategies; Customer Satisfaction; Culinary MSMEs

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DOI: http://dx.doi.org/10.31314/akademika.v15i2.6169

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