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Journal of Management and Social Sciences
Published by Sekolah Tinggi Ilmu Administrasi Yappi Makassar
ISSN : 29635047     EISSN : 29635497     DOI : 10.55606
Core Subject : Science, Social, Engineering,
Decision Sciences, Operations Research & Management Social Sciences Transportation
Ilmu manajemen Manajemen Manajemen Syariah Administrasi Keuangan (Perkantoran, Pajak, Hotel, Logistik, Dll) Pemasaran Manajemen Transportasi Manajemen Industri Manajemen Informatika Kesekretariatan Ilmu Sosial : Ilmu Komunikasi Jurnalistik Hubungan Masyarakat Periklanan Televisi dan Film Manajemen Komunikasi dan Media Komunikasi Penyiaran Islam Ilmu Kesejahteraan Sosial Sosiologi Antropologi Ilmu Sosiatri Kependudukan (Demografi)
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 221 Documents
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Strategi Komunikasi Pemasaran dalam Membangun Loyalitas Konsumen bagi UMKM Nasi Goreng Barokah Jaya, Cikampek Farkhan Fidaya Tulloh; Eka Anisa Sari
Journal of Management and Social Sciences Vol. 5 No. 2 (2026): May: Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v5i2.2592

Abstract

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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