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Jemi Ngadiono, Wahyudi Maryanto
Faculty of Communication and Languages, Bina Sarana Informatika University, Indonesia
Anisti
Lecture Faculty of Communication and Languages, Bina Sarana Informatika University, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v9-i5-25
ABSTRACT
This study analyzes how marketing communication strategies build customer brand loyalty at Berseri Spa Family Massage in Bekasi City. Using a qualitative case study design, data were collected through semi-structured interviews with the owner, public relations officer, social media specialist, and receptionist. The data were managed and analyzed with NVivo through data condensation, coding, categorization, theme development, and conclusion drawing. The findings show that loyalty is formed through the integration of brand messages, digital media, customer interaction, reputation management, and service experience. Berseri Spa communicates values of comfort, safety, cleanliness, quality, and professionalism through Instagram, WhatsApp, Google Reviews, testimonials, educational content, and interpersonal service. Responsive communication and consistent service experiences strengthen customer trust, emotional closeness, satisfaction, repeat visits, positive reviews, and word-of-mouth recommendations. The study concludes that customer brand loyalty in family spa services emerges over time from alignment between communicated brand promises and customers' actual service experiences in practice.
KEYWORDS:
brand image, customer brand loyalty, digital media, marketing communications, service experience.
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Cite this Article:
Ngadiono, J., Maryanto, W., & Anisti. (2026). Building Customer Brand Loyalty Through Marketing Communication Strategies: A Case Study of Berseri Spa Family Massage in Bekasi City. International Journal of Social Science and Human Research, 9(5), 3653-3660. https://doi.org/10.47191/ijsshr/v9-i5-25
