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All Journal Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Afiif Ramadhan
Universitas Bina Sarana Informatika
Social Sciences

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Strategi Komunikasi Pizza Hut Delivery Cabang Thamrin Residence dalam Menjaga Kepuasan Pelanggan Afiif Ramadhan; Deby Puspitaningrum
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 3 No. 4 (2026): Oktober : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v3i4.1313

Abstract

This study examines the communication strategy implemented by Pizza Hut Delivery (PHD) Thamrin Residence Branch in maintaining customer satisfaction amid the increasingly competitive fast-food industry. The objective of this research is to analyze the communication strategies employed by the company to build customer relationships and maintain customer satisfaction through high-quality service. This study adopts a descriptive qualitative method with a case study approach. Data were collected through interviews, observations, and documentation involving the Store Manager as the key informant, employees who directly interact with customers, and customers of Pizza Hut Delivery Thamrin Residence Branch. The analysis is based on Onong Uchjana Effendy's communication strategy framework, which consists of the communicator, message, media, communicant, and effect. The findings indicate that the company's communication strategy has been effectively implemented through competent human resources, clear delivery of product and promotional information, the utilization of communication media such as WhatsApp, telephone, the Pizza Hut application, and social media, as well as prompt, accurate, and responsive complaint handling. The implementation of these communication strategies has created positive service experiences, thereby maintaining customer satisfaction. This study contributes to the development of communication strategy studies in the field of customer service, particularly within the food delivery industry, and provides practical recommendations for companies to enhance the quality of communication and customer service.
Co-Authors Deby Puspitaningrum