Marketing Communication Strategy Analysis at Slice Coffee Medan in Attracting Customer Interest

Authors

  • Abhinaya Rizki Fahrunissa Universitas Islam Negeri Sumatera Utara
  • Abdi Mubarak Syam

DOI:

https://doi.org/10.30829/jai.v14i1.24228

Keywords:

marketing communication, customer engagement, digital strategy, social media, brand loyalty, Slice Coffee Medan, qualitative research

Abstract

In response to the growing competition within the culinary industry in Medan, this study aims to analyze the marketing communication strategy implemented by Slice Coffee Medan in attracting customer interest and fostering brand loyalty. The research focuses on identifying the core components of Slice Coffee's marketing communication, evaluating their effectiveness, and understanding their impact on consumer behavior and purchasing decisions. A qualitative case study approach was employed, utilizing in-depth interviews with the caf

References

Hidayati, N. (2020). Pengaruh Iklan terhadap Minat Beli Konsumen Kopi di Instagram. Jurnal Manajemen Pemasaran, 2(1), 34-45.

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). New Jersey, US: Pearson Education, Inc.

Kurniawan, A., & Yulianto, R. (2020). Strategi Pemasaran di Era Digital: Studi Kasus Coffee Shop di Jakarta. Jurnal Pemasaran dan Branding, 8(2), 101- 110.

Lestari, D. (2021). Pengaruh Komunikasi Pemasaran Terhadap Loyalitas Pelanggan di Coffee Shop. Jurnal Manajemen dan Bisnis, 10(1), 22-30.

Mardiana, R. (2022). Analisis Strategi Pemasaran pada Coffee Shop di Medan. Jurnal Ekonomi dan Bisnis, 6(1), 15-25.

Nugroho, A. (2021). Strategi Pemasaran Berbasis Digital di Coffee Shop: Peluang dan Tantangan. Jurnal Pemasaran, 7(2), 92-100.

Pratama, A. R., & Widiastuti, T. (2023). Strategi Komunikasi Pemasaran Coffee Shop di Tulungagung dalam Menarik Minat Beli Konsumen. SEIKO: Journal of Management & Business, 6(1), 123-135. journal.stieamkop.ac.id

Pratama, A. P., & Sarudin, R. (2024). Analisis Pengaruh Gaya Hidup terhadap Minat Beli Kopi di December Coffee Gading Serpong. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(8), 8615-8620. https://doi.org/10.54371/jiip.v7i8.5050

Pravitha, N. C. (2013). Analisis Strategi Komunikasi Pemasaran SKH Radar Cirebon dalam Menarik Minat Khalayak Pembaca. Diss. UPN "Veteran" Yogyakarta.

Siti, A. (2022). Analisis Strategi Pemasaran di Coffee Shop dalam Meningkatkan Minat Pelanggan. Jurnal Pemasaran, 6(3), 101- 110.

Syafitri, E., Mayasari, M., & Dharta, F. Y. (2023). Strategi Komunikasi Pemasaran Coffee Shop Unclebrew dalam Meningkatkan Minat Beli Konsumen. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 10(8), 3762-3766. journal.universitaspahlawan.ac.id

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.

Nugroho, M. A., & Santoso, S. (2021). The Role of Social Media Marketing on Consumer Interest in the Culinary Sector. Jurnal Ilmu Komunikasi, 19(2), 143-155.

Cutlip, S. M., Center, A. H., & Broom, G. M. (2013). Effective Public Relations. Pearson.

Dalimunthe, M. A., & Ananda, S. (2024). Representation of Nationalism in Local Media (Critical Discourse Analysis on Local Media Waspada Online). Cakrawala: Journal of Citizenship Teaching and Learning, 2(2), 198-217.

Ritonga, A.R., Dalimunthe, M.A., Veronica, A., Ginting, & L. D. C. U (2023). The Effectiveness of Social Media As A Promotional Medium Of The University Of Sumatera Utara (USU) Library. Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA) 6 (3), 16-20

Ritonga, A. R., Dalimunthe, M. A., & Januarini, E. (2024). Utilization Of Digital Media in Improving Student Literacy (Case Study at SDN 10 Rantau Selatan). CONTENT: Journal of Communication Studies, 2(02), 01-08.

Harianto, F., Ohorella, N. R., & Dalimunthe, M. A. (2023). Kompetensi Komunikasi Guest Service Agent Dalam Mendorong Kepuasan Tamu Mh Hotel Ipoh Malaysia. KomunikA, 19(02), 30-35.

Ohorella, N. R., Fauziah, D., & Dalimunthe, M. A. (2024). Brand Awareness Communication Strategy in Setujuan Coffee Marketing on Instagram Social Media. KomunikA, 20(02), 46-57.

Kholil, S., Ismail, I., Dalimunthe, M. A., Suhendar, A., & Rambe, R. F. A. K. (2024). Strengthening Religious Moderation through PTKIN and SIT Collaboration to Build Social Harmony. JIPI (Jurnal Ilmu Perpustakaan dan Informasi), 9(2), 228-236.

Sikumbang, A. T., Dalimunthe, M. A., Kholil, S., & Nasution, N. F. (2024). Digital Da'wah Indonesia Ulema in the Discourse of Theology. Pharos Journal of Theology. 105(1). 1-14. https://doi.org/10.46222/pharosjot.1051

Ritonga AR, Thamrin MH, Siahaan H, et al. (2024). Promotion Of Ecotourism And Communication Policy in Increasing Tourists In Indonesia. Journal of Infrastructure, Policy and Development. 8(8): 4764. https://doi.org/10.24294/jipd.v8i8.4764

Ritonga AR, Veronica A, Ginting LDCU, et al. (2024). Library Promotion In The Development of The Universitas Sumatera Utara Towards A World-Class University. Journal of Infrastructure, Policy and Development. 8(6): 4149. https://doi.org/10.24294/jipd.v8i6.4149

Humaizi, Hasan NNN, Dalimunthe MA, Ramadhani E. (2024). Harmony in virtual space: Forum Kerukunan Umat Beragama (FKUB) development communication in creating digital literacy based on religious moderation. Journal of Infrastructure, Policy and Development. 8(7): 4299. https://doi.org/10.24294/jipd.v8i7.4299

Downloads

Published

2025-05-24

Issue

Vol. 14 No. 1 (2025): ANALYTICA ISLAMICA

Section

Articles

License

COPYRIGHT

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access

LICENSE

journal Analytica Islamica is published under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.