Strategi Komunikasi Pemasaran Dalam Upaya Membangun Brand Identity Di Loske Coffee Service Sebagai Coffee To Go

This research aims to analyze the implementation of Integrated Marketing Communication (IMC) strategies employed by Loske Coffee Service in building its brand identity as a coffee-to-go business. Integrated Marketing Communication is a marketing communication strategy used by companies to ensure that their product marketing processes run effectively, ultimately increasing sales and customer loyalty, as demonstrated by Loske Coffee Service. The coffee industry in Solo is one of the key sectors driving the city's economy. It is undeniable that this industry has contributed to the rapid growth of small and medium enterprises (SMEs) in Solo, leading to increasingly fierce competition among coffee brands in the city. The increasing competition in the coffee industry in Solo necessitates Loske Coffee Service to establish a strong brand identity. Through this, Loske Coffee Service 2 aims to create a positive, unique, and distinct image from its competitors. This study uses Loske Coffee Service as a case study to examine its efforts in building a brand identity as a coffee-to-go business. The study utilized a qualitative research design, collecting data through interviews, documentation and observation. A purposive sampling technique was employed to choose the research participants. This research aims to understand how Loske Coffee Service's communication strategies build its brand identity among the public with the concept of coffee to go. The research results indicate that the communication strategy utilizing social media has made a significant contribution to promoting Loske Coffee Service. The branding efforts have also successfully created a brand identity for Loske Coffee Service as a coffee-to-go business.