<![CDATA[The rapid development of the event organizer (EO) industry in Indonesia, especially in the city of Palembang, which recorded 143 MICE activities throughout 2025, encourages the importance of effective marketing communication strategies in building client loyalty. This study aims to analyze the marketing communication strategy of Tribun Event Organizer Palembang in forming client loyalty, examine how the strategy builds trust and long-term relationships, and identify the supporting and inhibiting factors of client loyalty. This study uses a descriptive qualitative approach with data collection techniques in the form of in-depth interviews with key informants, namely managers, supervisors/marketing of Tribun EO, and loyal clients, equipped with documentation. Data analysis was carried out using the Miles, Huberman, and Saldana models through the stages of data condensation, data presentation, and conclusion drawn. The literature review is based on Kotler and Armstrong's marketing communication mix theory, relationship marketing concepts, client trust theory, and Griffin's customer loyalty indicators. The results of the study show that Tribun EO implements Integrated Marketing Communication which integrates advertising through the Tribun Network media network, personal sales, sales promotion based on one-stop solution packages, public relations, and networking organic. Trust and long-term relationships are built through open two-way communication, budget transparency and reporting, and post-event co-evaluation. Client loyalty manifests itself in four forms: repeat orders, word of mouth advocacy, cross-collaboration, and price insensitivity. The main supporting factors are Tribun Network's corporate reputation, consistency of service quality, crisis handling capabilities, and humane interpersonal approach, while inhibiting factors include fierce industry competition and client budget constraints. ]]>
