PERTUKARAN SOSIAL DALAM AKTIVITAS KOMUNIKASI INTERPERSONAL BARISTA SEBAGAI UPAYA MEMPERTAHANKAN PELANGGAN SAAT PANDEMI COVID-19 (Studi Pada Nomaden Coffee Pasar Tawangmangu Kota Malang)

One's success in working as a Barista when able to build good interpersonal communication with customers. With the communication and good relationship provided by barista will make customers survive. Large-Scale Social Restrictions or PSBB by the Local Government of Malang in May 2020 resulted in a decrease in the number of visits to Nomaden Coffee. Established since 2014, Nomaden Coffee has loyal customers, so it is able to adjust to the conditions of the Covid-19 Pandemic. This study examines social exchange in interpersonal communication conducted by baristas so as to make customers survive nomadic coffee during the Covid-19 pandemic. In this study, researchers used The Theory of Social Exchange according to Thibaut and Kelley, in this theory explained that every interaction performed by an individual is based on interests and expects rewards. Thibaut and Kelley provide three main indicators of Social Exchange Theory, among others, rewards, costs, and results. The research method used is a type of case study with a descriptive qualitative approach. Data is obtained through observations, interviews, and documentation. In determining the subject of the study, researchers used purposive sampling techniques. In the process of collecting data researchers interviewed three baristas and three customers Nomaden Coffee Malang. Data analysis techniques use the stages of data collection, data condensation, data presentation, verification and withdrawal of conclusions. Based on the data that researchers obtained in the research process, interpersonal communication built by Barista Nomaden Coffee to customers then formed a social exchange, the occurrence of mutually beneficial interest exchanges on interpersonal communication activities between Barista and customers resulted in customer loyalty to Nomaden Coffee even during the Covid-19 pandemic