Marketing Communication Strategy of Coffee Shop “1994 Coffee and Creative Space Bandung” in Increasing Customer Loyalty

Abstract

Purpose of this research is to examine the marketing communication strategy of 1994 Coffee and Creative Space Bandung in developing customer loyalty in a competitive environment. Descriptive qualitative method was used using interview, observation, and documentation methods involving purposive respondents who include the management, baristas, and customers. Findings show that the coffee shop gives importance to the following aspects of Integrated Marketing Communication (IMC): public relations, events and experiences, personal selling, and word of mouth marketing. Discussion reveals that the above-mentioned strategies foster emotional attachment through brand imaging, engaging communities in creative activities, and establishing personal relationships between baristas and customers. It was concluded that in today's marketing world, the creation of significant emotional bonds and experiences is the key to success and not mere conventional business promotion practices. This study contributes to the body of knowledge of communication science by adding to the theory of marketing communication.