<![CDATA[ABSTRAK UMKM merupakan salah satu sektor penting dalam perekonomian Indonesia yang memberikan kontribusi signifikan terhadap pertumbuhan ekonomi dan penguatan ekonomi masyarakat, termasuk di wilayah pedesaan. Penelitian ini bertujuan untuk menganalisis upaya komunikasi yang dilakukan pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) dalam meningkatkan kepuasan pelanggan di Desa Sukajaya. Penelitian secara khusus mengkaji bentuk komunikasi yang diterapkan pelaku UMKM, kendala komunikasi yang dihadapi dalam interaksi dengan pelanggan, persepsi pelanggan terhadap praktik komunikasi, serta hubungan antara upaya komunikasi dengan tingkat kepuasan pelanggan. Penelitian ini menggunakan pendekatan studi kasus dengan metode kualitatif deskriptif. Pengumpulan data dilakukan melalui wawancara mendalam semi-terstruktur, observasi langsung non-partisipatif, dan analisis dokumen yang melibatkan tiga pelaku UMKM sektor makanan dan minuman serta tiga pelanggan melalui teknik purposive sampling. Data dianalisis menggunakan analisis tematik melalui proses transkripsi, pengkodean, reduksi data, kategorisasi, dan interpretasi data. Hasil penelitian menunjukkan bahwa komunikasi interpersonal yang ramah, responsif, dan personal memainkan peran penting dalam membangun kepuasan pelanggan. Kepuasan pelanggan tidak hanya dipengaruhi oleh kualitas produk, tetapi juga pengalaman interaksi sosial yang berulang antara pelaku usaha dan pelanggan. Komunikasi yang efektif berkontribusi terhadap peningkatan loyalitas, kepercayaan, serta keberlanjutan dan daya saing UMKM di lingkungan masyarakat pedesaan. ABSTRACT MSMEs are one of the important sectors in the Indonesian economy, contributing significantly to economic growth and strengthening community economies, particularly in rural areas. This study aims to analyze the communication efforts carried out by Micro, Small, and Medium Enterprises actors in improving customer satisfaction in Sukajaya Village. Specifically, this study examines the forms of communication implemented by MSME actors, communication barriers encountered during interactions with customers, customer perceptions of communication practices, and the relationship between communication efforts and customer satisfaction levels. This study employs a case study approach using a descriptive qualitative method. Data collection was conducted through semi-structured in-depth interviews, direct non-participatory observation, and document analysis involving three MSME actors in the food and beverage sector and three customers selected through purposive sampling. The collected data were analyzed using thematic analysis through transcription, coding, data reduction, categorization, and interpretation processes. The findings indicate that friendly, responsive, and personalized interpersonal communication plays an important role in building customer satisfaction. Customer satisfaction is influenced not only by product quality but also by repeated social interaction experiences between business and customers. Effective communication contributes to increased customer loyalty, trust, as well as the sustainability and competitiveness of MSMEs in rural communities.]]>
