Strategi Komunikasi Pemasaran Terpadu Kopi Kalibrantas, Kota Malang, dalam Membangun Keunggulan Kompetitif di Era Digital - Meli Martina Pitay; Asfira Rachmad Rinata (Yayasan Lentera Avanya Nagari, 2026)
Pesatnya perkembangan industri kedai kopi di Kota Malang menciptakan saturasi pasar yang menuntut pelaku usaha untuk mengadopsi strategi promosi adaptif. Penelitian ini menganalisis implementasi komunikasi pemasaran digital di Kopi Kalibrantas, sebuah kafe dengan tantangan lokasi di area pemukiman namun berhasil menciptakan keterlibatan audiens yang luas. Menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus, penelitian ini mengeksplorasi bagaimana integrasi media digital menanggulangi hambatan aksesibilitas fisik. Penentuan informan dilakukan melalui teknik purposive sampling yang melibatkan Manajer Marketing Communication dan Manajer Sales Marketing. Pengumpulan data dilakukan melalui observasi lapangan, dokumentasi, serta wawancara mendalam. Hasil penelitian menunjukkan bahwa Kopi Kalibrantas secara sistematis menerapkan lima pilar Integrated Marketing Communication (IMC). Pertama, advertising dioptimalkan melalui narasi visual pada Instagram dan TikTok. Kedua, sales promotion diterapkan melalui strategi bundling dan diskon volume. Ketiga, public relations dikelola melalui kolaborasi dengan influencer lokal dan kegiatan outbound. Keempat, personal selling dilakukan secara proaktif melalui skema B2B dengan mendatangi instansi perkantoran. Kelima, direct marketing difokuskan pada pengelolaan database pelanggan untuk follow-up personal. Temuan ini menegaskan bahwa keberhasilan Kopi Kalibrantas terletak pada konsistensi pesan antara visualisasi konsep pedesaan dengan eksekusi promosi yang personal. The rapid development of the coffee shop industry in Malang City has created market saturation, requiring business actors to adopt adaptive promotional strategies. This study analyzes the implementation of digital marketing communications at Kopi Kalibrantas, a café facing locational challenges in a residential area that has successfully created extensive audience engagement. Using a descriptive qualitative method with a case study approach, this research explores how digital media integration overcomes physical accessibility barriers. Informant selection was conducted through purposive sampling involving the Marketing Communication Manager and Sales Marketing Manager. Data collection included field observations, documentation, and in-depth interviews. The results indicate that Kopi Kalibrantas systematically implements the five pillars of Integrated Marketing Communication (IMC). First, advertising is optimized through visual narratives on Instagram and TikTok. Second, sales promotion is applied through bundling strategies and volume discounts. Third, public relations is managed through collaboration with local influencers and outbound activities. Fourth, personal selling is conducted proactively via B2B schemes by visiting government and private agencies. Fifth, direct marketing focuses on managing customer databases for personal follow-up. These findings emphasize that Kopi Kalibrantas' success lies in the message consistency between the visualization of its rural concept and personalized promotional execution.