MARKETING COMMUNICATION STRATEGIES FOR BUILDING BRAND IMAGE: A STUDY OF CAFE GALIH IN MEDAN

Abstract

This study aims to analyze the marketing communication strategies implemented by Cafe Galih in building its brand image in Medan, identify the communication media utilized, and examine the supporting and inhibiting factors affecting their implementation. This study employed a qualitative descriptive approach, with data collected through in-depth interviews, observation, and documentation involving the owner, employees, and customers of Cafe Galih. The data were analyzed through the stages of data collection, data reduction, data display, and conclusion drawing. The findings show that Cafe Galih builds its brand image through a combination of internal and external communication. Internal communication is reflected in team cohesion and consistency in product quality, while external communication primarily involves the use of Instagram as a medium for introducing and promoting the business. Supporting factors include strong team collaboration, product quality, good customer service, and the utilization of Instagram. Meanwhile, the main inhibiting factor involves occasional negligence in the product preparation process, which is promptly addressed by replacing the product as a form of responsibility toward customers. The findings emphasize that brand image is not shaped solely through promotional activities on social media, but also through customers’ direct experiences with product quality and service. Therefore, consistency between external marketing communication and internal service quality constitutes a key element in the success of marketing communication strategies among small and medium-sized culinary businesses.