STRATEGI KOMUNIKASI PEMASARAN "WARKOP AMAL" DI KOTA GORONTALO DALAM PENGINGKATAN JUMLAH KONSUMEN (STUDI PADA PENGELOLA WARKOP AMAL)

This study aims to analyze the marketing communication strategy implemented by Warkop Amal in Gorontalo City to increase the number of consumers. Using a descriptive qualitative approach, the study explores various marketing communication strategies, including sales promotion, public relations, personal selling, and direct marketing. Data collection methods include in-depth interviews with the manager of Warkop Amal, direct observation at the business location, and documentation of marketing activities. The data analysis technique uses Miles and Huberman’s interactive model, which involves data reduction, data display, and conclusion drawing.

The results show that Warkop Amal has successfully built a business image with a unique tagline "Ngopi Sambil Beramal" (Coffee While Donating), where all profits are allocated for social activities. The implemented marketing strategy includes promotions through social media, donation programs based on purchases, active participation in social and educational activities, friendly service, and a personal approach to customers, all of which contribute to increased customer loyalty. The marketing communication strategy applied by Warkop Amal has proven effective in attracting and retaining customers while strengthening a socially-based brand image. The implications of this research provide insights for culinary business players in developing social value-based marketing strategies to enhance competitiveness and business sustainability.