Analisis Strategi Komunikasi Pemasaran Terpadu (IMC) Mie Gacoan Pancing Medan dalam Menarik Minat Konsumen

Abstract

The increasingly competitive culinary industry in Medan requires business owners to implement marketing communication strategies that align with digital consumer behavior. This study aims to analyze the application of the elements of the Integrated Marketing Communication (IMC) promotional mix at Mie Gacoan Pancing Medan, evaluate its effectiveness in attracting consumer interest, and identify opportunities for strategic development. The study employs a descriptive qualitative approach with data collection techniques including participatory observation, unstructured interviews with six consumers and two outlet staff members, and visual documentation. Data analysis was conducted using the Miles and Huberman model, which encompasses data reduction, data presentation, and drawing conclusions, and was reinforced through data source triangulation. The results indicate that viral marketing strategies via TikTok and Instagram are the most dominant IMC elements in attracting consumer interest, particularly through the Fear of Missing Out (FOMO) mechanism among Generation Z. This study also identified two digital innovations that serve as Mie Gacoan’scompetitive advantages: exclusive price promotions via TikTok Shop and a website-based pre-order system for take-out service without waiting in line. Additionally, service quality supported by structured SOPs, along with product value in the form of affordable prices and satisfying taste, contribute to consumer loyalty. However, strategic gaps remain, including the absence of a structured customer loyalty program and low brand engagement in local community activities. These findings indicate that Mie Gacoan’s success is driven by the synergy of digital communication strategies, service innovations, and positive consumer experiences.