BARISTAS’ PERCEPTIONS THE IMPORTANCE OF ENGLISH AS A SUPPORT EXCELLENT SERVICE TO THE FOREIGN GUEST IN COFFEE SHOP

The background of this research is exploring baristas’ perceptions of the importance of English for Specific Purposes (ESP) in delivering excellent customer service in coffee shops. As English is commonly used in service-oriented industries, especially in establishments catering to international or diverse customers, the study aims to examine how baristas perceive English as a practical and necessary skill in their daily work.
The purpose of this research is to gain the perspectives of baristas’ perceptions of the importance of English for Specific Purposes (ESP) in delivering excellent customer service in coffee shops. This study applied a qualitative approach, with 3 baristas from 3 different coffee shop as the participants. Data collected through Interviews, and analyzed using narrative inquiry approach allowed for a rich, in-depth understanding of how baristas perceive, experience, and make meaning of their use of English in coffee shop settings. It provided not only data, but insight into their personal growth, professional identity, and learning needs.
The results of this study show that mastering English particularly English for Specific Purposes (ESP) is perceived by baristas as an essential professional competency. English is not merely an additional skill, but a fundamental element of effective communication, intercultural hospitality, and service excellence in increasingly globalized coffee shop environments. And mastering English is essential for baristas to provide excellent service to foreign guests. English functions not only as a communication tool but also as an enhancing service quality, strengthening professional identity, and supporting intercultural hospitality in increasingly globalized coffee shop environments.