MAULANA, BAGUS (2026) PENERAPAN MOBILE MARKETING SEBGAI ALAT KOMUNIKASI PEMASARAN DIGITAL DALAM MEMBANGUN LOYALITAS KONSUMEN(STUDI KASUS DW COFFEE APPS PADA DW COFFEE HOUSE). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to find out how the application of Mobile Marketing through the DW Coffee Apps application is used as a digital marketing communication tool in increasing consumer loyalty to DW Coffee Shop. This study aims to describe the application of mobile marketing which includes digital marketing communication, advertising content, and application features as part of efforts to build loyalty. The research approach uses a descriptive qualitative method, with data collection techniques through observation and interviews. In this study, there are two informants. The theory used is the theory of IMC and Customer Engagement Theory. The results of the study show that DW Coffee Apps is able to become an effective marketing communication medium through its various features such as balance top-ups, membership systems, integration with Gojek/Grab, as well as promos and discounts offered. Advertising content and visual design in the application are arranged communicatively so as to provide a consumer experience. Overall, the implementation of mobile marketing in DW Coffee Apps has been proven to contribute to increasing consumer loyalty through easy, fast, and valuable digital experiences.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui bagaimana penerapan Mobile Marketing melalui aplikasi DW Coffee Apps digunakan sebagai alat komunikasi pemasaran digital dalam membangun loyalitas konsumen pada DW Coffee House. Penelitian ini bertujuan untuk mendeskripsikan penerapan mobile marketing yang meliputi komunikasi pemasaran digital, konten iklan, dan fitur aplikasi sebagai bagian dari upaya membangun loyalitas. Pendekatan penelitian menggunakan metode kualitatif deskriptif, dengan teknik pengumpulan data melalui observasi dan wawancara. Pada penelitian ini terdapat dua informan. Teori yang digunakan adalah teori IMC dan Customer Engagement Theory. Hasil penelitian menunjukkan bahwa DW Coffee Apps mampu menjadi media komunikasi pemasaran yang efektif melalui berbagai fitur-fitur nya seperti top-up saldo, sistem membership, integrasi dengan Gojek/Grab, serta promo dan diskon yang ditawarkan. Konten iklan dan desain visual di dalam aplikasi disusun secara komunikatif sehingga memberikan pegalaman konsumen. Secara keseluruhan, penerapan mobile marketing dalam DW Coffee Apps berkontribusi dalam membangun loyalitas konsumen melalui pengalaman digital yang mudah, cepat, dan bernilai. | |||||||||
| Uncontrolled Keywords: | Mobile Marketing, DW Coffee Apps, Komunikasi Pemasaran Digital, Loyalitas Konsumen Mobile Marketing, DW Coffee Apps, Digital Marketing Communication, Consumer Loyalty | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Bagus Maulana | |||||||||
| Date Deposited: | 15 Apr 2026 03:50 | |||||||||
| Last Modified: | 15 Apr 2026 03:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/57410 |
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