ADINEGARA, MUHAMMAD ROIYHAN (2025) STRATEGI KOMUNIKASI PEMASARAN ARYA COFFEE ROASTERY DALAM MENJAGA LOYALITAS KONSUMEN (PERIODE 2023-2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the marketing communication strategy at Arya Coffee Roastery in maintaining consumer loyalty. The variables studied include marketing communication mix and strategy, SWOT analysis, and consumer loyalty. This study uses a descriptive qualitative approach with a case study method. Data were obtained through in-depth interviews, observations, and documentation with a research period of 2023–2024. The research subjects included the CEO, Brand Manager, and consumers of Arya Coffee Roastery, both from the B2B and B2C segments. The sampling technique was purposive sampling with a total of six informants. Data were analyzed using the Miles and Huberman interactive method which includes data reduction, data presentation, and drawing conclusions. The results of the study show that Arya Coffee Roastery integrates an educational approach through coffee classes, coffee cupping, and barista training, the formation of a coffee community that regularly holds gatherings, and responsive personal and after-sales services as the main pillars of its communication strategy. This strategy has succeeded in increasing customer satisfaction and loyalty, as reflected in repeat purchases and word-of-mouth recommendations. SWOT analysis shows that the company's strengths lie in the consistency of product quality and the founder's reputation, while weaknesses arise from limited stock and digital marketing strategies that still need to be developed. The implications of this study provide strategic recommendations for strengthening digital marketing and supply management in order to maintain and expand customer loyalty amidst the increasingly tight competition in the specialty coffee industry. Keywords: Marketing Communication Strategy, Digital Marketing, Consumer Loyalty, Arya Coffee Roastery. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran di Arya Coffee Roastery dalam mempertahankan loyalitas konsumen. Variabel yang diteliti meliputi bauran dan strategi komunikasi pemasaran, analisis swot, serta loyalitas konsumen. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi dengan periode penelitian 2023–2024. Subjek penelitian mencakup CEO, Brand Manager, dan konsumen Arya Coffee Roastery, baik dari segmen B2B maupun B2C. Teknik pengambilan sampel dilakukan secara purposive sampling dengan total enam informan. Data dianalisis menggunakan metode interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Arya Coffee Roastery mengintegrasikan pendekatan edukasi melalui kelas kopi, coffee cupping, dan pelatihan barista, pembentukan komunitas kopi yang rutin mengadakan gathering, serta layanan personal dan after-sales yang responsif sebagai pilar utama strategi komunikasinya. Strategi tersebut berhasil meningkatkan kepuasan dan loyalitas pelanggan, yang tercermin dari pembelian berulang dan rekomendasi word-ofmouth. Analisis SWOT menunjukkan bahwa kekuatan perusahaan terletak pada konsistensi kualitas produk dan reputasi pendiri, sedangkan kelemahan muncul dari keterbatasan stok dan strategi pemasaran digital yang masih perlu dikembangkan. Implikasi penelitian ini memberikan rekomendasi strategis untuk memperkuat pemasaran digital dan manajemen pasokan guna mempertahankan serta memperluas loyalitas pelanggan di tengah persaingan industri kopi spesialti yang semakin ketat. Kata Kunci: Strategi Komunikasi Pemasaran, Digital Marketing, Loyalitas Konsumen, Arya Coffee Roastery.
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