PEMANFAATAN MEDIA KOMUNIKASI DALAM AKTIVITAS PROMOSI (Studi pada Warunk Upnormal 1 di Kota Malang)

Research of media media communication as promotional activities on Warunk Upnormal 1 Malang is based on food and beverages industrial development on Malang, especially the increasing of cafes as a main business in this city. It all leads to higher competition which requires businessmen or entrepreneurs to think out a different way to find the best strategy to maintain their businesses. Not to be mentioned, Warunk Upnormal 1 Malang, one of leading cafes at Malang who optimize their utilization of media communication in order to carry out their promotional activities. Therefore, the purpose of this study is to determine how was the utilization of media communication applied by Warunk Upnormal 1 Malang as a promotional activity, which included as a marketing communication strategy. This study aimed to examine a deeper meaning of media communication as a whole concept of promotional activities in marketing communication strategy. This type of study uses qualitative description using a descriptive approach. The sampling technique is by purposive sampling with several predetermined criteria. As a result, researchers take 2 informants based on the criteria. Interview techniques conducted with in-depth interviews and observation also documentation. Researchers using the Miles and Huberman model as a data analysis technique with triangulation of sources as a data validity testing. The result of this study is Warunk Upnormal 1 Malang using multichannel media communication tools as their promotional activities. All of those activities are conducted on social media such as Instagram, Twitter, YouTube. Warunk Upnormal also optimized their websites and food order applications while doing their on ground promotional activities through banners and flyers which widely spread out into their audiences. It all leads to customer satisfaction which is made through their services and later on it could develop into customer loyalty, as their main goal. In addition, Head Office of Warunk Upnormal actively created a collaboration with other regional branches while utilizing existing media communication to carry out their promotional activities and other marketing communication strategies, to maintain their businesses in the food and beverages industry. Applying an integrated media communication strategy is a proven way to survive and lead the market in that industry