EVENT LIVE MUSIC PRESTON COFFEE.CO MALANG SEBAGAI MEDIA KOMUNIKASI PEMASARAN UNTUK MENARIK PENGUNJUNG

As time goes by, business competition in Malang City is getting tighter, especially in the cafe business. The mushrooming of the cafe business in Malang City seems to be a prospective business. However, there are quite a few cafe business people who had to go bankrupt in the middle of his business journey. Every cafe They should have their own strategies in order to attract and retain their target market. Preston Coffee.co as one of the cafes in Malang City usesevent, that isevent live music which is presented like a music concert by bringing in national guest stars which is regularly held every month, as a marketing communication medium to attract their visitors. Therefore,event live music which is used as a marketing communication medium to market the cafe with the aim of attracting many visitors, needs to be managed and organized well. So, the aim of this research is to find out how the Preston Coffe.co Malang live music event is used as a marketing communication medium to attract visitors. This researcher uses a descriptive qualitative approach to explain problems systematically and based on data obtained through interviews, observation and documentation to parties who are deemed competent to answer existing problems, namely the Preston Coffee.co managerial team including Aldino Abdi Elmanda as Operations and Rexi Tegar Pratama as Public Relations of Preston Coffee.co. To answer existing problems, Goldblatt's event management theory is used, which consists of:Research, Design, Planning, Coordinating, Evaluating, and marketing communications mix theory (promotion mix). The results of this research show how the Preston Coffee.co managerial team plans the event through to its implementation so that the event can run smoothly and according to the desired goal, namely to attract many visitors.