Marketing Public Relations Starbucks Indonesia dalam Membangun Loyalitas Customer

Abstract

In the Coffee Shop business in Indonesia, competition is becoming increasingly intense. The success of a company in competing with its rivals depends on the good relationship between the company and its customers through optimal service that meets their needs. To build customer loyalty, a crucial role is played inpublic relations. One of the strategies used by companies to build customer loyalty is through Marketing Public Relations. The purpose of this research is to determine how Starbucks Coffee Indonesia uses Marketing Public Relations strategies to build customer loyalty. A qualitative research method was used in this study with data collection techniques through literature review. The results of this research show that Starbucks Coffee Indonesia has successfully built customer loyalty through three main strategies: creating emotional connections with customers, using easily recognizable merchandise and branding, and implementing Customer Relations in loyalty programs. Starbucks Coffee Indonesia creates emotional connections with customers through comfortable store designs, serving quality coffee, and providing personal attention and rewards to customers. The company also uses easily recognizable merchandise and branding, with the Starbucks logo as a means to build customer loyalty. Lastly, the implementation of Customer Relations by baristas in the loyalty program is also an important factor in building customer loyalty. This research concludes that Starbucks Coffee Indonesia has successfully utilized Marketing Public Relations strategies optimally to build customer loyalty, as evidenced by the company's success in overcoming the increasingly intense competition in the Coffee Shop business in Indonesia. From an Islamic communication perspective, Starbucks' marketing public relations communication has also fulfilled the principles of communication in Islam: qaulan sadiddan, qaulan balighan, qaulan maysuran, qaulan layyinan, and qaulan kariman.