STRATEGI KOMUNIKASI PEMASARAN DALAM MENCIPTAKAN LOYALITAS KONSUMEN PADA CAFE DI PALEMBANG (Studi Deskriptif Kualitatif Pada Cafe Kopiloka 3.0)

NEGARA, MUHAMMAD FADEL NATA and Lionardo, Andries and Andarini, Rindang Senja (2025) STRATEGI KOMUNIKASI PEMASARAN DALAM MENCIPTAKAN LOYALITAS KONSUMEN PADA CAFE DI PALEMBANG (Studi Deskriptif Kualitatif Pada Cafe Kopiloka 3.0). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze marketing communication strategies in enhancing customer loyalty at Cafe Kopiloka 3.0 in Palembang. In an era of increasingly intense business competition, effective marketing communication strategies are key factors in retaining customers and building their loyalty to a brand or business. This research employs a descriptive qualitative approach with data collection techniques including interviews, observations, and document studies. The findings indicate that Cafe Kopiloka 3.0 implements various marketing communication strategies, including social media utilization, promotional programs, special events, and optimal customer service. The use of social media, particularly Instagram, has proven effective in increasing customer engagement and fostering a loyal community. Additionally, experience-based marketing strategies, such as event hosting and loyalty programs, contribute to strengthening customer relationships. By applying an integrated marketing communication strategy, Cafe Kopiloka 3.0 has been able to maintain its competitiveness in the culinary industry and enhance customer loyalty. This study is expected to serve as a reference for business practitioners in developing more effective and customer-oriented marketing communication strategies.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, Loyalitas Konsumen, Media Sosial, Cafe Kopiloka 3.0, Pemasaran Terpadu.
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Fadel Nata Negara
Date Deposited:	25 Jul 2025 04:49
Last Modified:	25 Jul 2025 04:49
URI:	http://repository.unsri.ac.id/id/eprint/180642

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