Strategi Komunikasi Korporasi untuk Meningkatkan Kepuasan dan Kualitas Produk Labbaik Chicken

Rini Rusnawati; Fiqri Nur Zulhakim; Gita Belaroza; Bunga Astri Cahya Nabiyina; Riska Ferdiana

doi:10.59841/saber.v3i2.2538

Authors

Rini Rusnawati Universitas Bina Bangsa
Fiqri Nur Zulhakim Universitas Bina Bangsa
Gita Belaroza Universitas Bina Bangsa
Bunga Astri Cahya Nabiyina Universitas Bina Bangsa
Riska Ferdiana Universitas Bina Bangsa

DOI:

https://doi.org/10.59841/saber.v3i2.2538

Keywords:

Customer satisfaction, Digital communication, Fast food industry, Labbaik Chicken, Product quality

Abstract

This study aims to analyze in depth the role of corporate communication strategies in enhancing customer satisfaction and maintaining product quality at Labbaik Chicken, a company operating in the fast food industry. In the context of the digital era and the Fourth Industrial Revolution, effective communication strategies are crucial for strengthening brand image and maintaining competitiveness in an increasingly dynamic market. Corporate communication serves not only as a tool for delivering information but also as a bridge to build long-term relationships with customers. This research employs a qualitative approach through literature review to explore relevant communication theories and link them to factors that influence customer satisfaction and product quality. The findings reveal that good, transparent, and responsive communication from the company can enhance customer trust, foster loyalty, and create a positive customer experience. Furthermore, consistent product quality that aligns with customer expectations—in terms of taste, presentation, and service—has a significant impact on customer satisfaction and purchasing decisions. Therefore, companies need to implement integrated communication strategies alongside product quality management to create added value and differentiation in the market. The conclusion of this study highlights that an appropriate corporate communication strategy is one of the key factors in increasing customer satisfaction and strengthening the company’s position and reputation in the competitive fast food industry.

References

Afnina, A., & Hastuti, Y. (2018). Pengaruh kualitas produk terhadap kepuasan pelanggan. Jurnal Samudra Ekonomi dan Bisnis, 9(1), 21–30. https://doi.org/10.33059/jseb.v9i1.458

Apriasty, I., & Simbolon, M. E. (2022). Faktor-faktor yang mempengaruhi kepuasan pelanggan: Kualitas produk, kualitas pelayanan dan harga (literature strategic marketing management). Jurnal Ilmu Manajemen. https://greenpub.org/JIM/article/view/21

Azhar, I. N., Laksana, A., Fajarwati, N. K., & Fitrianti, R. (2025). Strategi komunikasi korporat: Membangun loyalitas karyawan, citra perusahaan, dan manajemen krisis. Journal of Media and Communication, 1(3), 72–75. https://jurnal.globalscients.com/index.php/jmc

Dinia, A. W. (2021). Penerapan strategi pemasaran online pada usaha.

Fikri, R., Mujahidin, M. H., Sutisna, N. A., Najat, N. K., & Laksana, A. (2024). Dinamika komunikasi korporasi dalam meningkatkan keterlibatan karyawan generasi Z. ETIC (Education and Social Science Journal), 1(2), 99–107. https://naluriedukasi.com/index.php/eticjournal

Firmansyah, M. A. (2019). Pemasaran produk dan merek (Planning & strategy). CV. Penerbit Qiara Media.

Hadi, S. (2011). Strategi program komunikasi korporasi: Studi kasus pada PT Djarum pasca PP 81/1999 dan revisinya PP38/2000. Jurnal Studi Komunikasi dan Media, 15(2), 139–174.

Jeerasantikul, Y., & Liao, C. (2018). Factors affecting Chinese consumers’ willingness to repurchase Thai products. BU Academic Review, 17(1), 1–17. https://so01.tci-thaijo.org/index.php/buacademicreview/article/view/95279

Juliyah, R. S., Siringoringo, R., Rohma, S., & Laksana, A. (2025). Tantangan komunikasi generasi Z dalam perkembangan digital di era teknologi 5.0. Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, 2(1), 48–59. https://doi.org/10.62383/komunikasi.v2i1.138

Jumiah, F., Fitrianti, R., Susilawati, E., & Laksana, A. (2024). Komunikasi korporat dalam konteks merger dan akuisisi: Strategi dan dampaknya. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 68–79. https://doi.org/10.62383/konsensus.v1i6.451

Laksana, A., Deden, D., Arifin, I., Hibatullah, R., & Albana, M. S. (2024). Peran komunikasi asertif dalam hubungan kerja yang positif dan produktif. ETIC (Education and Social Science Journal), 1(2), 107–118. https://naluriedukasi.com/index.php/eticjournal

Motik, E. K., Yanti, R., Nazwa, N., Widiyanti, I., & Laksana, A. (2024). Pengaruh komunikasi efektif dalam human relation terhadap kinerja karyawan serta pembentukan lingkungan kerja yang positif dan produktif. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 68–79. https://doi.org/10.62383/konsensus.v1i6.451

Pamungkas, D. S., Saputra, I. B., & Laksana, A. (2024). Strategi komunikasi digital melalui media sosial untuk membangun kepercayaan konsumen. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 88–94. https://doi.org/10.62383/konsensus.v1i6.461

Paul, A. A. (2010). Komunikasi korporat (5th ed.). Salemba Humanika.

Pramudita, S., Miliani, A., Saputra, R. E., Fatchurrochman, A., Idzatullah, A., & Laksana, A. (2024). Strategi komunikasi korporasi kepuasan pembelian dan kualitas produk Geprek Bensu. ETIC (Education and Social Science Journal), 1(2), 86–98. https://naluriedukasi.com/index.php/eticjournal

Rahmatulloh, R., Wardana, A. K., Sobahri, M., Syaban, R. F., & Laksana, A. (2024). Etika berkomunikasi di media sosial: Perspektif generasi Z. Studi Administrasi Publik dan Ilmu Komunikasi, 1(4), 44–50. https://doi.org/10.62383/studi.v1i4.52

Riyanto, K., & Satinah, S. (2023). Pengaruh penetapan harga, kualitas produk, dan kualitas pelayanan terhadap kepuasan pelanggan. Score: Jurnal Lentera Manajemen Pemasaran, 1(1), 30–37. https://doi.org/10.59422/lmp.v1i01.73

Rizal Nur Qudus, M., & Sri Amelia, N. (2022). Pengaruh kualitas produk, kualitas layanan, dan harga pada minat beli ulang konsumen restoran Ayam Bang Dava. International Journal Administration Business. https://doi.org/10.61242/ijabo.22.207

Ruliana, P. (2014). Komunikasi organisasi: Teori dan studi kasus. Raja Grafindo Persada.

Ruliana, P., Lestari, P., & Andrini, S. (2019). Model komunikasi korporat Sari Ater Hotel & Resort dalam menghadapi Revolusi Industri 4.0. Jurnal ASPIKOM, 4(1), 60. https://doi.org/10.24329/aspikom.v4i1.535

Sari, N. J., Rahmanda, E., Yena, F., Tijani, S. P., & Laksana, A. (2024). Komunikasi korporasi pada era Society 5.0. ETIC (Education and Social Science Journal), 1(2), 86–98. https://naluriedukasi.com/index.php/eticjournal

Schiffman, R. L., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Prentice Hall.

Supriadi, Y. N., Arieftiara, D., Desmintari, D., & Ahman, E. (2021). Membangun citra merek perusahaan dan kualitas produk dalam memediasi pengaruh e-WOM pada keputusan pembelian melalui aplikasi digital. Mix: Jurnal Ilmiah Manajemen, 11(3), 311. https://doi.org/10.22441/mix.2021.v11i3.002

Wyrwicka, M. K., & Mrugalska, B. (2017). “Industry 4.0” — Towards opportunities and challenges of implementation. 24th International Conference on Production Research (ICPR 2017), February, 382–387. https://doi.org/10.12783/dtetr/icpr2017/17640