ANALISIS STRATEGI KOMUNIKASI PEMASARAN CAFE DINUM DALAM BISNIS FOOD AND BEVERAGE UNTUK MEMPERTAHANKAN PELANGGAN

Abstract

Cafe Dinum is a business in the food and beverage sector that introduces a fresh concept, making it uniquely appealing. Amidst the increasing intensity of business competition, Cafe Dinum Kroya has successfully maintained its brand identity with the slogan “Dinum Dingin Baru Sejene,” characterized by the use of local dialect, offering a variety of food and beverages that cater to the tastes of the Kroya village community. This study aims to analyze the marketing communication strategy of Cafe Dinum in the food and beverage business to retain its customers. Strategy, in essence, is a structured planning process designed to create and maintain effective communication between entrepreneurs and their consumers, aiming to influence consumer behavior. The research applies the marketing communication theory of segmentation, targeting, and positioning to facilitate message delivery to potential buyers. A qualitative research method is employed, with the study subjects including the owner of Cafe Dinum and two employees. The author concludes that Cafe Dinum Kroya implements its strategy by leveraging social media to attract not only the local community of Kroya village but also people from outside the area. Building a strong relationship between Cafe Dinum Kroya and the surrounding community is essential for creating a good reputation and image, thereby earning consumer trust.