Penerapan Dramaturgi Pada Crew Store Alfamart Medan Dalam Menghadapi Pelanggan

Abstract

This study analyzes the application of Erving Goffman's dramaturgy theory in the verbal and non-verbal communication of Alfamart Medan's Crew Store when interacting with customers. On the front stage, communication is formal, including polite greetings, product promotions, and structured dialogues, supported by non-verbal cues such as smiling, eye contact, and respectful gestures. On the backstage, communication becomes more relaxed and expressive, often involving informal conversations and humor. The findings reveal that the front stage aims to create a professional and positive impression, while the backstage serves as a space for strategy discussions, problem-solving, and team bonding. Verbal communication on the front stage emphasizes customer engagement, whereas the backstage reflects spontaneity and personal interactions. Non-verbal communication enhances the professional image on the front stage and provides a relaxed atmosphere on the backstage. This study contributes to interpersonal communication research using dramaturgy theory and offers practical suggestions for improving communication skills and workplace facilities. Future studies could explore the balance between the front and backstage dynamics and their impact on customer satisfaction and team productivity.