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      "abstract": "Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran\r\nyang diterapkan oleh cimol bojot teh nani dalam mempertahankan loyalitas\r\npelanggan di tengah persaingan industri kuliner yang semakin kompetitif di\r\nYogyakarta. Penelitian ini menggunakan pendekatan kualitatif dengan metode\r\npendekatan deksriptif dan paradigma konstruktivisme. Teknik pengumpulan data\r\ndilakukan melalui wawancara mendalam dengan 4 informan yaitu pemilik cimol\r\nbojot teh nani, karyawan dan dua pelanggan, observasi langsung di lokasi usaha,\r\nserta dokumentasi. Penelitian ini menggunakan teori bauran pemasaran 7p (\r\nproduct, price, place, promotion, people, process, physical evidence) dan loyalitas\r\npelanggan. Hasil penelitian menunjukkan bahwa cimol bojot teh nani menerapkan\r\nstrategi komunikasi pemasaran secara terintegrasi melalui produk berkualitas\r\ndengan cita rasa yang konsisten, penetapan harga yang terjangkau dan kompetitif,\r\npemilihan lokasi, serta pemanfaatan media sosial dan promosi dari mulut ke mulut\r\n(word of mouth ). Selain itu, pelayanan yang ramah, proses penyajian yang cepat,\r\nserta tampilan visual yang turut memperkuat pengalaman pelanggan. Strategi ini\r\nterbukti mampu membangun kepuasan, kepercayaan dengan pelanggan yang dapat\r\nmendorong pelanggan untuk melakukan pembelian ulang serta merekomdasikan\r\nkepada orang lain. Dengan demikian, penerapan strategi komunikasi pemasaran\r\nyang berfokus menggunakan bauran pemasaran 7p berkontribusi dalam\r\nmempertahankan loyalitas pelanggan cimol bojot teh nani secara berkelanjut.",
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      "type": "thesis",
      "title": "STRATEGI KOMUNIKASI PEMASARAN CIMOL BOJOT\r\nTEH NANI DALAM MEMPERTAHANKAN LOYALITAS\r\nPELANGGAN",
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            "given": "Salsa Bela Budi"
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