BUDAYA KOMUNIKASI BARISTA (STUDI ETNOGRAFI PADA BARISTA KOPI POJOK)

This study explores communication between baristas and customers at an independent coffee shop "Kopi Pojok" in Batu City. The main focus is on how the barista's verbal and non-verbal communication contributes to the unique customer experience. The study uses the approach of marketing communication theory and coffee consumption culture, with ethnographic methods involving participant observation and intensive interaction. The results of the study show that interactions at "Kopi Pojok" are not only transactional, but also build close social relationships between baristas and customers. Verbal communication that includes explanations about coffee, as well as non-verbal communication such as facial expressions and body language of the barista, play an important role in creating an inclusive and friendly atmosphere in the coffee shop. This study contributes to the field of communication science and provides practical recommendations for coffee shop owners to improve customer service and experience.