Lajeng Coffee Shop Marketing Communication Strategy Through Barista in Increasing Customer Loyalty

This study examines the marketing communication strategy of Lajeng Coffee Shop through baristas to enhance customer loyalty. Using a qualitative descriptive approach, data were collected through in-depth interviews, non-participant observations, and documentation. A purposive sampling method selected five informants, including two key informants and three supporting informants. Data validity was ensured through triangulation and member checking. The findings reveal four stages in the barista-driven strategy: Attention, offering a warm welcome; Interest, explaining coffee beans; Desire, creating an emotional experience through coffee storytelling; and Action, building close relationships to foster loyalty. In conclusion, Lajeng Coffee Shop enhances customer loyalty through friendly, personalized service. Baristas create unique experiences by providing simple coffee explanations, offering recommendations, and sharing coffee origins. Warm interactions and a cozy atmosphere strengthen emotional connections and trust, encouraging customers to return and recommend Lajeng Coffee Shop.