PENERAPAN KOMUNIKASI PEMASARAN TOKO KOPI EPIDEMI JOMBANG DALAM UPAYA MENINGKATKAN LOYALITAS PELANGGAN

Epidemi Coffee Shop is one of the coffee shops with the highest revenue in Jombang Regency. Epidemi has changed locations four times but still maintains a large customer base. The atmosphere created at each location is different, yet loyalty remains high. Communication strategy plays a crucial role in increasing and maintaining customer loyalty. This study aims to analyze and identify in-depth the marketing communication strategies implemented by Epidemi Coffee Shop to increase and maintain customer loyalty. This research uses a qualitative approach with a descriptive research type and a case study method. Data were collected through interviews and field observations. Informants in this study included the owner, supervisor, digital marketing, content creator, and customers. The data was analyzed using triangulation techniques. The study found that Epidemi Coffee Shop implements a needs-based marketing strategy by holding various events and special incentives for loyal customers, effectively building emotional connections and a sense of brand attachment. The positioning is pursued as a premium coffee shop with a unique customer experience, committed to quality, consistency, and deep connections with customers, while supporting the local community. The conclusion of this study confirms that the integration between offline personal touch and online planned communication is the key to the effectiveness of Epidemi Coffee Shop's marketing communication strategy in strengthening long-term customer loyalty.