SETIAWAN, RANGGA (2025) ANALISIS ALAT STRATEGI KOMUNIKASI PEMASARAN BERKAWAN COFFE & BURGER DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the marketing communication strategy activity implemented by Berkawan Coffee & Burger in an effort to maintain customer loyalty. In facing tight competition in the food and beverage (F&B) industry, especially in the coffee shop and burger segment, an effective communication strategy is an important key to creating long-term relationships with consumers. This study uses a qualitative approach with a case study method, which is conducted through in-depth interviews with internal parties of Berkawan Coffee & Burger, such as the owner, site manager, and crew. This study uses the concept of Kohler and Smith's marketing communication activities, which utilize various marketing communication elements such as advertising, sales promotion, public relations, personal selling, direct marketing, sponsorship, corporate identity, packaging, point of sale and merchandising, and word of mouth to reach and retain customers. Strategies that focus on direct interaction and a community-based approach have proven effective in creating emotional bonds between brands and customers. This study concludes that Berkawan's consistent, adaptive, and customer experience-oriented marketing communication strategy can increase customer loyalty in the long term. Keywords: Strategy, Marketing Communication, Customer Loyalty Penelitian ini bertujuan untuk menganalisis aktivitas strategi komunikasi pemasaran yang diterapkan oleh Berkawan Coffee & Burger dalam upaya mempertahankan loyalitas pelanggannya. Dalam menghadapi persaingan yang ketat di industri makanan dan minuman (F&B), khususnya pada segmen kedai kopi dan burger, strategi komunikasi yang efektif menjadi kunci penting untuk menciptakan hubungan jangka panjang dengan konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, yang dilakukan melalui wawancara mendalam dengan pihak internal Berkawan Coffee & Burger, seperti owner, site manager, dan crew. Penelitian ini menggunakan konsep aktivitas komunikasi pemasaran Kohler dan Smith bahwa dengan berbagai elemen komunikasi pemasaran seperti advertising, sales promotion, public relations, personal selling, direct marketing, sponsorship, corporate identity, packaging, point of sale and merchandising & mouth to mouth untuk menjangkau serta mempertahankan pelanggan. Strategi yang berfokus pada interaksi langsung dan pendekatan berbasis komunitas terbukti efektif dalam menciptakan ikatan emosional antara brand dan pelanggan. Penelitian ini menyimpulkan bahwa strategi komunikasi pemasaran Berkawan yang konsisten, adaptif, dan berorientasi pada pengalaman pelanggan dapat meningkatkan loyalitas pelanggan dalam jangka panjang. Kata Kunci: Strategi, Komunikasi Pemasaran, Loyalitas Pelanggan
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