CD Skripsi

Strategi Komunikasi Pemasaran Kala Bumi Coffee Dalam Mempertahankan Loyalitas Konsumen

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This study aims to analyze the effectiveness of the marketing communication strategy implemented by Kala Bumi Coffee in maintaining its consumer loyalty. With increasing competition in the Coffee shop industry, it is essential for businesses to develop marketing communication strategies that can attract and retain customers. This research employs a qualitative approach using interviews, observations, and documentation as data collection techniques.
The findings indicate that Kala Bumi Coffee implements several marketing communication strategies, including social media marketing, personal selling, and event organization. Social media serves as the primary platform for consumer engagement, personal selling is carried out by baristas to provide a more personalized experience, and events are organized to attract attention and build community involvement. However, despite these efforts, the number of visitors has declined in recent years.
The study concludes that Kala Bumi Coffee ’s marketing communication strategy needs further evaluation and improvement to be more effective in maintaining customer loyalty. Recommendations include optimizing social media interactions, enhancing customer loyalty programs, and innovating in event planning.

Keywords: Marketing communication strategy, consumer loyalty, Coffee shop, Kala Bumi Coffee .

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001136138

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001136138

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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