PENGARUH TERPAAN BAURAN KOMUNIKASI PEMASARAN TERHADAP FREKUENSI "NGOPI" KONSUMEN SANUBARI COFFE BAR (Studi Pada Konsumen Sanubari Coffe Bar di Kota Malang

Sanubari Coffee Bar seeks to increase its customers’ “coffee drinking” frequency through the implementation of an integrated marketing communication mix in the midst of intense competition in the coffee industry. An integrated marketing communication mix is considered essential in shaping consumer perceptions and influencing consumer behavior to encourage repeat purchases.

This study employs marketing communication theory with a quantitative approach and a questionnaire survey method. Data analysis was conducted using SEM-PLS to examine the influence of advertising, sales promotion, public relations, direct marketing, and personal selling on consumers’ “coffee drinking” frequency at Sanubari Coffee Bar.

The analysis results show that all independent variables in the marketing communication mix significantly influence consumers’ coffee drinking frequency. Among them, direct marketing has the strongest influence with an original sample value of 0.374, followed by personal selling (0.332), sales promotion (0.233), public relations (0.205), and advertising, which has a negative but still significant effect (-0.193). The R-square value of 0.781 indicates that the model has a strong predictive power, with 78.1% of the variation in frequency explained by the marketing communication mix variables tested in this study. These findings suggest that the implementation of an integrated marketing communication strategy can effectively increase customers’ coffee drinking frequency at Sanubari Coffee Bar, particularly by optimizing direct marketing and personal selling as effective communication channels to drive purchasing decisions.