STRATEGI KOMUNIKASI PEMASARAN LUGARU COFFEE DALAM MEMBANGUN LOYALITAS KONSUMEN

Coffee shop industry continues to grow, leading to more competition and challenges that coffee shop managers in Yogyakarta have to face. It is becoming increasingly important for coffee shop managers to accurately select and implement effective marketing communication strategies to increase the competitiveness of their shops. This study aims to find the right marketing strategy for Lugaru Coffee to build consumer loyalty. The chosen research object is Lugaru Coffee, which is one of the coffee shops in Yogyakarta. The data used in this research is obtained through interviews, company reports and secondary data from the internet. This study uses a qualitative approach. This study uses several theoretical studies from experts to strengthen several studies, one of the theoretical studies used is the theory of Phillip Kotler and Keller to describe consumer loyalty research at Lugaru Coffee. Results of the analysis shows that the word of mouth marketing communication strategy and the “promote by customer” program are considered the most effective to be implemented by Lugaru Coffee to build consumer loyalty