Fitriyani, Rizkha (2025) Komunikasi Interpersonal Para Pedagang Tradisional Dalam Menjaga Loyalitas Pembeli Di Pasar Soegih Belilas Kecamatan Seberida. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how the interpersonal communication process of traditional traders maintains buyer loyalty in the Soegih Belilas market, Seberida sub-district. This study uses a qualitative approach with data collection methods through interviews, observations, and documentation. The subjects of this study consisted of traditional trader informants and buyer support informants. Interpersonal communication plays an important role in maintaining buyer loyalty in traditional markets. Traditional traders use verbal and nonverbal communication in buying and selling interactions to build closer relationships with customers. Verbal communication includes direct conversation, bargaining, and friendly greetings, while nonverbal communication is manifested through gestures, facial expressions, and eye contact that shows attention and friendliness. As a two-way communication, the interaction between traders and buyers allows for direct reciprocity, so that trust and comfort can be created. With effective communication, buyers feel appreciated and tend to shop again at the same trader. In addition, traders also maintain customer loyalty through good service, maintaining product quality, and providing incentives such as discounts or purchase bonuses that can strengthen the relationship between traders and buyers and increase loyalty in the long term.

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