Analysis of Digital Marketing Activities on Instagram Social Media with Coffee Shop Business Objects in Indonesia

摘要

The growth in size of coffee shops in Indonesia, makes people do not recognize the coffee shop brand that exists. Therefore, it is important for business to build brand awareness so that it is better known by the public. With the rapid development social media today, many coffee shops are using social media to attract consumers and market their products. The goal of this research is to describe brand awareness on Instagram social media in the coffee shop business. Secondly to describe does social media the coffee shop brand has maintained customer relationships through its content on social media and the last one is by giving recommendation to a coffee shop for using digital marketing strategy. This research uses Secondary Data and Content Analysis methods to collect all the data needed. Author can conclude that digital marketing is very important moreover when running a coffee shop business, for that coffee shop can build their brand awareness. Author recommendations are post content every day, utilize the Instagram Story feature and Highlight, using general hashtag, and do collaboration. The data that author been analyze every top local coffee shop in Indonesia already had their own marketing strategy in social media however their engagement that they obtained still low.