PENERAPAN INTEGRATED MARKETING COMMUNICATION PADA AADK COFFEE & EATERY TLOGOMAS MALANG

The growth of coffee consumption in Indonesia over the past decade has shown a significant positive trend, particularly among millennials and Generation Z. This has encouraged the emergence of various new coffee shops with innovative concepts, one of which is AADK Coffee and Eatery Tlogomas Malang. This coffee shop strives to build a strong brand identity through the implementation of an integrated marketing communication strategy. This study aims to describe in depth how IMC is implemented at AADK Coffee and Eatery Tlogomas Malang and analyze its contribution. This study uses a descriptive qualitative method. Data collection techniques include in-depth interviews with marketing leads, baristas, and loyal customers. Direct on-site observation, as well as documentation of social media content and promotional materials. The results of the study show that AADK implemented various elements of IMC, including advertising, direct marketing, event marketing, public relations, sales promotion, and personal selling. This consistent and interactive communication approach successfully built a strong emotional connection between the brand and customers, increased engagement, and strengthened AADK's image as a creative, modern, and youth-friendly coffee shop. The practical implications of this study indicate that a comprehensively planned IMC strategy can be key to winning business competition, increasing purchasing interest, and encouraging customer loyalty in the highly competitive coffee shop industry.