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p-Index From 2021 - 2026
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All Journal International Journal of Social, Economic, and Business
Dustin Phalosa Arundaya Widodo
UPN "Veteran" Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Communication Strategy through Nostalgia: A Qualitative Study at Zangrandi Ice Cream Surabaya Dustin Phalosa Arundaya Widodo; Catur Suratnoaji
International Journal of Social, Economic, and Business Vol. 2 No. 4 (2026): June 2026 (In Press)
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i4.182

Abstract

This research investigates the marketing communication strategy through nostalgia implemented by Zangrandi Ice Cream Surabaya to maintain its presence amidst the rapid growth of digital consumption and competition from modern brands. The study aims to analyze the integration of historical identity and customer experience in preserving Zangrandi legendary status as a communication asset. Using a descriptive qualitative approach data were gathered through in depth interviews with management and loyal customers as well as direct field observations. The findings indicate that Zangrandi communication relies on the consistency of its 1930 authentic recipes and the use of its colonial style heritage building as a non verbal communication medium. Furthermore the customer experience is structured through five dimensions Sense, Feel, Think, Act, and Relate which foster deep emotional bonds and triggaer organic word of mouth. This study concludes that Zangrandi survival is not a result of aggressive digital promotion but the successful transformation of historical memory into a high value social communication experience. These results suggest that heritage businesses can leverage historical identity as a strategic communication tool to build consumer loyalty and reputational resilience in a competitive market.
Co-Authors DR. CATUR MSI SURATNOAJI