Analisis Hambatan Komunikasi dalam Proses Penawaran Kemitraan di Industri Food and Beverage (F&B): Studi Kasus Pada Tim Sales Semesta Group
DOI:
https://doi.org/10.61722/jaem.v3i3.12264Keywords:
Business Communication, Communication Barriers, Food and Beverage, Partnership, Telemarketing.Abstract
Effective communication is essential for the success of partnership offering processes in the food and beverage (F&B) industry. This study aims to analyze communication barriers in the partnership offering process at Semesta Group. A qualitative case study approach was employed using in-depth interviews, observations, and documentation involving four informants, consisting of three customer service officers and one management representative. The findings reveal that the main communication barriers occur during the explanation of partnership fees and investment schemes, resulting in differences in perceptions and expectations among prospective partners. In addition, complex financial information, including capital expenditure (CAPEX), renovation costs, and break-even point (BEP) estimation, often requires repeated clarification. The study also identifies internal communication barriers caused by inconsistent information delivery among team members. To address these issues, the company applies interest-based negotiation, telemarketing through chat, telephone, and online meetings, while strengthening internal coordination. The findings indicate that business communication emphasizing completeness, clarity, and consistency of information can improve the effectiveness of partnership offering processes.
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