AKTIVITAS KOMUNIKASI PEMASARAN WARUNG MAKAN DALAM USAHA MENARIK PELANGGAN (STUDI PADA BEBEK CAROK MALANG )

The food and beverage (F&B) industry in Indonesia is growing rapidly, leading to increasingly tight competition among business operators. This study analyzes the marketing communication activities carried out by Bebek Carok Malang in attracting customers in 2024, using the Integrated Marketing Communication (IMC) approach. A qualitative descriptive method was employed, with data collected through interviews, observation, and documentation, and validity tested through triangulation.

The results show that Bebek Carok Malang applies an integrated mix of marketing communication, including advertising, sales promotion, personal selling, digital marketing, and events and sponsorship—primarily through Instagram and TikTok, supported by e-commerce and delivery services such as ShopeeFood, GrabFood, and GoFood. This strategy successfully increased the number of customers by 35% within the first three months after opening, driven by creative promotion and influencer collaboration, despite challenges such as limited human resources and high industry competition.

Overall, the study concludes that IMC-based marketing communication has effectively strengthened consumer attraction and brand image at Bebek Carok Malang, offering both practical and academic contributions to marketing communication studies in the digital era.