INTEGRATED MARKETING COMMUNICATIONS (IMC) STRATEGY IN ATTRACTING ATTENTION INTEREST BUY CONSUMERS IN THE CURRENT COFFEE BUSINESS
Keywords:
Integrated Marketing Communications, interest buyAbstract
Contemporary coffee industry the more competitive so it is important for business actors to implement effective marketing strategies use interesting interest buy consumers. This study aims to explore implementation of Integrated Marketing Communications (IMC) and its impact on consumer interest buy consumers in contemporary coffee businesses. The research method used is qualitative with interviews in-depth and focused group discussions to coffee shop owners and managers. The results of the study showed that the implementation of IMC through social media, promotion attractive and launching new menus can increase interest buy and create experience comprehensive for customers. However, challenges such as limited budget and difficulties guard consistency messages across multiple channels need to be addressed. The implications of this research suggest that an integrated IMC strategy can strengthen connection between brands and consumers as well as increase competitiveness in the market. This study also suggests further exploration of collaboration with local influencers to enhance effectiveness marketing.
Downloads
References
Adeleke, Abi. 2020. “A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses.” Open Journal of Business and Management 8(2): 726–53.
Appel, Gil et al. 2020. “The Future of Social Media in Marketing.” : 79–95.
Azahra, Ditha Arditia et al. 2024. “Coffee Culture: Gen Z and Coffee Shops.” Indonesian Journal of Multidisciplinary Science 3(9).
Aziz, Syahrul Muhamad, Syariefful Ikhwan, Bambang Slamet Riono, and Nisa Islami. 2023. “The Influence of Product Differentiation Strategy, Brand Image and Price on Purchasing Decisions of Rajaswa Coffee Customers in Brebes County.” IJESSR: International Journal of Economics and Social Sciences Research 1(1): 1–13. https://jurnal.eraliterasi.com/index.php/ijessr/article/view/42.
Butkouskaya, Vera, Joan Llonch-Andreu, and María del Carmen Alarcón-del-Amo. 2020. “Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context.” Sustainability (Switzerland) 12(17).
Cascón-Katchadourian, Jesús, Javier Guallar, and Wileidys Artigas. 2025. “Social Media Analysis of High-Impact Information and Communication Journals: Adoption, Use, and Content Curation.” Publications 13(1): 1–20.
Discua Cruz, Allan, Leonardo Centeno Caffarena, and Marcos Vega Solano. 2020. “Being Different Matters! A Closer Look into Product Differentiation in Specialty Coffee Family Farms in Central America.” Cross Cultural & Strategic Management 27(2): 165–88. https://doi.org/10.1108/CCSM-01-2019-0004.
Gupta, Ruchi, and Harsh Mani Singh. 2022. “The Role of Integrated Marketing Communication (Imc) in Creating and Maintaining Brand Equity.” International Journal of Advanced Research in Commerce 5(3): 115–20.
Kulshreshtha, Chandra Prakash, Business Administration, and Government College Khetri. 2016. “Integrated Marketing Communication : Effectiveness And Implementation Challenges.” 4(3): 158–64.
Li, Fangfang, Jorma Larimo, and Leonidas C. Leonidou. 2021. “Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda.” Journal of the Academy of Marketing Science 49(1): 51–70.
Mahmud, Inkrianto, Yudha Heryawan Asnawi, and Lilik Noor Yuliati. 2024. “Radical Innovation, Competitive Advantage and Management Capability on MSME Performance in Coffee Shop Businesses.” International Journal of Research and Review 11(6): 615–30.
Mazwan, M. Zul, Livia Windiana, Gigin Mahdalena, and Dyah Erni Widyastuti. 2023. “Green Marketing Attributes of Coffee Shops, Purchasing Interests, Lifestyles: What Really Affects Consumer Satisfaction?” Agro Ekonomi 34(2): 84.
Muflikh, Yanti Nuraeni, Depicha Zambustya Zamborita, and Al-May Abyan Izzy Burhani. 2024. “Purchasing Decisions and Consumer Preferences of Millennials and Zoomers at Coffee Shops.” Journal of Consumer Sciences 9(1): 102–21.
Marso, and Rafiq Idris. 2022. “Impact of Store Atmosphere on Customer Loyalty through Perceived Quality and Satisfaction: An Evidence from Boutique Industry in Tarakan.” Petra International Journal of Business Studies 5(2): 186–97.
Olazo, Danzen Bondoc. 2023. “Marketing Competency, Marketing Innovation and Sustainable Competitive Advantage of Small and Medium Enterprises (SMEs): A Mixed-Method Analysis.” Asia Pacific Journal of Marketing and Logistics 35(4): 890–907. https://doi.org/10.1108/APJML-01-2022-0050.
de Oliveira Santini, Fernando et al. 2020. “Customer Engagement in Social Media: A Framework and Meta-Analysis.” Journal of the Academy of Marketing Science 48(6): 1211–28. https://doi.org/10.1007/s11747-020-00731-5.
Pahlevi, Reza Widhar, and Narwanto Nurcahyo. 2022. “Systematic Analysis of Integrated Marketing Communication Research.” Jurnal Manajemen Pemasaran 16(2): 104–14.
Park, Cho I., and Young Namkung. 2022. “The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry.” Sustainability (Switzerland) 14(3).
Singh, Divyanshu Brijendra et al. 2024. “Exploring the Impact of Integrated Marketing Communications on Branding and Advertising Effectiveness.” International Journal of Research Publication and Reviews 5(4): 3658–63.
Tambunan, Tulus. 2019. “Recent Evidence of the Development of Micro, Small and Medium Enterprises in Indonesia.” Journal of Global Entrepreneurship Research 9(1).
Wanjira, Miriti Fridah Kendi; Dr. Jane. 2018. “A Literature Review on the Constructs of Integrated Marketing Communication (IMC) and Brand Equity.” International Journal of Science and Research (IJSR) 7(2): 1005–7. https://www.ijsr.net/archive/v7i2/14021804.pdf.
