<![CDATA[This study aims to analyze the marketing communication strategies of MSMEs in building consumer loyalty at Nasi Goreng Barokah Jaya, Cikampek. This research employs a qualitative approach using a case study method to gain an in-depth understanding of the marketing communication practices implemented by the business owner in maintaining customer loyalty. Data were collected through interviews, observations, and documentation involving the business owner and loyal customers selected through purposive sampling based on specific criteria. The data were analyzed descriptively through the stages of data reduction, data presentation, conclusion drawing, and thematic coding to identify patterns of marketing communication found in the field. The results show that the marketing communication strategies implemented by Nasi Goreng Barokah Jaya include direct communication with consumers, friendly service, word-of-mouth promotion, the use of simple promotional media, and personal relationships between the seller and customers. These strategies play an important role in building consumer satisfaction, trust, and loyalty. Consumer loyalty is influenced not only by consistent taste and affordable prices, but also by the positive experiences consumers gain when interacting with the business owner. This study also finds that interpersonal communication and empathetic marketing approaches become the main strengths of MSMEs in retaining customers. Therefore, marketing communication in culinary MSMEs can be carried out in a simple, consistent, and emotionally oriented manner without requiring large promotional costs or formal marketing strategies.]]>
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