Strategi Integrated Marketing Communication (IMC) pada Me.Dia Coffee and Roastery dalam Menarik Minat Konsumen

The increasing competition in the coffee shop industry requires business owners to implement effective marketing communication strategies to attract consumer interest and maintain competitiveness. One strategy that can be applied is Integrated Marketing Communication (IMC), a marketing communication concept that integrates various forms of communication consistently to build relationships with consumers. This study aims to examine the Integrated Marketing Communication (IMC) strategy implemented by ME.DIA Coffee & Roastery in attracting consumer interest. This research employed a descriptive method with a qualitative approach. Data were collected through observation, interviews, and documentation. The research informants were selected using purposive sampling consisting of the owner, media administrator, barista, and customer of ME.DIA Coffee & Roastery. Data were analyzed using the Miles, Huberman, and Saldaña model, while data validity was ensured through source triangulation and technique triangulation. The findings indicate that ME.DIA Coffee & Roastery has implemented several Integrated Marketing Communication (IMC) elements, namely Advertising, Sales Promotion, Public Relations, Event and Experience, social media marketing, and direct marketing in an integrated manner. The use of social media as the primary promotional medium, supported by Sales Promotions, excellent service, direct communication with customers, and various promotional activities, has successfully increased consumers' interest in visiting and making purchases.