ANALISIS KONTEN INSTAGRAM SEBAGAI STRATEGI DIGITAL MARKETING PADA CAFE FLOC.CO KOTA MEDAN

Salsa Aulia, Jhon Simon, Teuku Fahmi, Zuliana Zulkarnaen, Muhammad Jaka Wiratama

Abstract


Penelitian ini bertujuan untuk menganalisis peran konten Instagram sebagai strategi digital marketing pada Cafe Floc.co Kota Medan. Seiring dengan perkembangan teknologi dan media sosial, Instagram menjadi salah satu platform yang efektif dalam mendukung aktivitas pemasaran, khususnya dalam meningkatkan brand awareness, engagement, serta minat kunjungan konsumen. Metode penelitian yang digunakan adalah pendekatan Deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan dalam penelitian ini terdiri dari Manajer Team Kreativ, Head Bar, Head Kitchen, serta konsumen Cafe Floc.co Kota Medan. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa konten Instagram memiliki peran penting dalam membangun brand awareness, meningkatkan interaksi dengan audiens, serta menarik minat konsumen untuk berkunjung. Jenis konten yang digunakan meliputi foto produk, video promosi, serta konten interaktif yang disesuaikan dengan tren dan preferensi audiens. Faktor-faktor yang mempengaruhi keberhasilan konten meliputi kreativitas, konsistensi posting, pemanfaatan fitur Instagram, serta pemahaman terhadap target pasar. Efektivitas konten Instagram dalam strategi digital marketing Cafe Floc.co dapat dilihat dari meningkatnya engagement seperti likes, komentar, dan shares, serta adanya peningkatan minat kunjungan konsumen. Dengan demikian, dapat disimpulkan bahwa Instagram merupakan media yang efektif dalam mendukung aktivitas pemasaran jika dikelola secara optimal dan berkelanjutan.

Keywords


Digital Marketing, Engagement, Minat Kunjungan, Cafe Floc.co

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DOI: https://doi.org/10.46576/jbc.v11i1.8933

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