PENERAPAN MOBILE MARKETING SEBGAI ALAT KOMUNIKASI PEMASARAN DIGITAL DALAM MEMBANGUN LOYALITAS KONSUMEN(STUDI KASUS DW COFFEE APPS PADA DW COFFEE HOUSE)BAGUSMAULANAauthorThis 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.Communication (General)2026UNIVERSITAS SULTAN AGENG TIRTAYASA;ILMU KOMUNIKASIThesis