Persuasive Communication of Waroeng Steak and Shake in Implementing a Spiritual Company to Enhance Employee Motivation

Abstract

Waroeng Steak and Shake is one of the companies that implements a spiritual company by integrating spiritual values into the work environment. An effective persuasive communication strategy is crucial for the company to convey policies to employees so they can be implemented. This is related to this study, which aims to analyze the persuasive communication strategy employed by Waroeng Steak and Shake in implementing the spiritual company to enhance employee motivation. The theory used in this research is the persuasive communication theory by Melvin L. DeFleur and Sandra J. Ball-Rokeach, which includes psychodynamics, sociocultural, and meaning construction. This research uses a descriptive qualitative research method, conducting observations, interviews, and documentation as data collection techniques. The study utilizes the Miles and Huberman model for data analysis and validation, applying source and technique triangulation methods. The research results that researchers carried out: 1)Psychodynamics: Waroeng Steak and Shake successfully created awareness in employees, resulting in internal changes after the implementation of the spiritual company. 2)Sociocultural: With diverse backgrounds in experience and culture, the implementation of the spiritual company increased employee motivation by creating a more positive work environment. 3)Meaning Construction: There is a shared understanding between employees and the company in interpreting the concept of a spiritual company.