A company must have various policies and SOPs that regulate employees and shareholders in carrying out work activities. This is done to maintain the quality of the company in front of consumers so that the company can have a competitive advantage in business competition. However, from some consumers, they judge the quality of a company only at a glance from the service of the frontliner employees in the company. This is very reasonable because we know that frontliners are people who meet face-to-face with customers and become key players in the level of consumer confidence in the products or services offered and sold. The more friendly and communicative the frontliners are, the higher the level of comfort and consumer confidence in the company will be. On the other hand, if frontliner employees do not apply SOPs, especially in terms of appearance and service from the company, consumers will indirectly judge the quality of the company and will result in a decrease in the level of c