STRATEGI KOMUNIKASI PEMASARAN BENTO KOPI DALAM MENINGKATKAN LOYALITAS PELANGGAN ( Studi pada Bento Kopi di Kota Malang )

The purpose of this study was to determine and analyze Bento Kopi's marketing communication strategy to increase customer loyalty (a study of Bento Kopi in Malang). This study employed the 7Ps marketing mix theory, which consists of product, price, place, promotion, people, process, and physical evidence. The research method used was qualitative, with data collection through interviews, observation, and documentation of Bento Kopi's management and customers.

The results of this study indicate that Bento Kopi's marketing communication strategy, using the 7Ps concept, is able to build good relationships with customers, thus encouraging customer loyalty. Regarding product aspects, Bento Kopi maintains its quality. Regarding price, the prices offered are relatively affordable and commensurate with product quality, thus creating customer satisfaction. Regarding place aspects, Bento Kopi's easily accessible and convenient location attracts customers to return. Regarding promotion aspects, Bento Kopi actively utilizes media to interact with other customers and convey product information. Regarding people aspects, employees provide friendly and communicative service, creating a positive customer experience. Regarding process aspects, efficient service facilitates customer ordering. Furthermore, regarding physical evidence aspects, adequate facilities create a comfortable experience for customers. It can be concluded that implementing an integrated marketing communications strategy through the 7Ps marketing mix can create customer satisfaction, which in turn fosters customer loyalty at Bento Kopi.