Coffee Shop the Manala Depok in the study of Marketing Communication Strategy

Sri Nawangsari; Amelya Tiara Susilo; Yohanes Ari Kuncoroyakti; Jessie Natalia Sumampouw

doi:10.59890/ijasr.v3i5.21

Authors

Sri Nawangsari Universitas Gunadarma
Amelya Tiara Susilo Universitas Gunadarma
Yohanes Ari Kuncoroyakti Universitas Gunadarma
Jessie Natalia Sumampouw Universitas Gunadarma

DOI:

https://doi.org/10.59890/ijasr.v3i5.21

Keywords:

Marketing Communication Strategy, Coffee Shop, Digital Media, Consumer Interest

Abstract

Optimizing marketing communication strategies is crucial for the sustainability of coffee shop businesses, especially in the digital era. This study aims to analyze the implementation and effectiveness of marketing communication strategies implemented by The Manala Coffee Shop Depok. Emphasis is placed on how communication through digital media, especially Instagram and WhatsApp, influences consumer interest. Qualitative research methods were used, with data collection through in-depth interviews conducted in January 2024. The research sample involved The Manala management and observations of consumer interactions. The results of the study indicate that digital media-based communication has varying effectiveness; consumer-initiated communication tends to be more effective. The implications of this study highlight the importance of adaptive communication strategies that focus on responsive interactions to build and maintain consumer trust, as well as increase loyalty in the competitive coffee market

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