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

Abstract. The increase in the number of Coffee Shops has created intense competition between them, especially along with the development of technology and the application of digital marketing. The importance of digital marketing, especially through social media, is the main focus in efforts to increase brand awareness of a product or service. In this context, digital marketing, especially through social media marketing, is described as an effective tool for achieving marketing goals by creating customer contacts, generating interest, and increasing purchase intentions. Analysis of brand awareness stages, from unconscious brands to top of mind, is an important part of understanding the process of forming a brand's image. Focus is also given to Instagram's role as an effective platform in enhancing brand identity, with an explanation of Instagram's popularity in promoting products and services. In this context, research focuses on the digital marketing communication strategy used by Dom Social Hub, a Coffee Shop in Tangerang City. The research aims to explore the advantages, disadvantages and obstacles that arise during the implementation of this strategy, with a focus on increasing brand awareness on social media platforms, especially Instagram. The object of this research explains the digital marketing strategy of the Dom Social Hub cafe in increasing brand awareness on Instagram social media. This research uses the constructivism paradigm. This research approach uses a qualitative descriptive approach.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Background: Consumer purchasing decisions are an important aspect of business success, which can be influenced by product quality, social media, and brand awareness. Purpose: This research aims to determine both the direct and indirect effects of product quality and Instagram social media on purchasing decisions.This research is driven by the role of brand awareness in mediating the relationship between product quality and Instagram social media on purchasing decisions. Design/methodology: This research uses a quantitative method by studying the population of consumers at Coffee Shop Galeri Dua Sinar.This research uses purposive sampling technique distributed to 105 respondents with the criteria of being at least 17 years old and having shopped at Coffee Shop Galeri Dua Sinar at least 2 times.Data collection was conducted both online and offline through Google Form questionnaires with a 1-5 Likert scale to measure respondents' level of agreement.Data analysis in this study uses the SmartPLS 3 application. Findings /Result: The results of this study indicate that; product quality has a positive and significant effect on purchasing decisions at Coffee Shop Galeri Dua Sinar. Instagram social media does not have a significant direct influence on purchasing decisions at Coffee Shop Galeri Dua Sinar. Product quality has a positive and significant impact on brand awareness at Coffee Shop Galeri Dua Sinar. Instagram social media has a positive and significant impact on brand awareness at Coffee Shop Galeri Dua Sinar. Brand awareness has a positive and significant effect on purchase decisions at Coffee Shop Galeri Dua Sinar. Brand awareness is able to partially mediate the relationship between product quality and purchasing decisions. Brand awareness is able to mediate the relationship between Instagram social media and purchase decisions. Conclusion: Product quality and social media are the main factors influencing purchasing decisions, while brand awareness has not been effective as a mediating variable in the context of this research. Originality/Value: This research contributes to the development of marketing strategies for local coffee shops through the enhancement of product quality and the utilization of social media

In the rapidly developing digital era, digital marketing and promotional strategies have become the core of companies' efforts to achieve success and sustainable business growth. PT Penawar Legenda Maju (PLM), a leading network marketing company in Indonesia, has utilized digital marketing to achieve its business goals. Superior products such as PLMSaipress Drops, MySaipress Capsules, MyAdam, AdamQu Coffee, and BioSaipress Soap have won the hearts of Indonesian consumers thanks to their guaranteed quality and safety. This research uses qualitative methods with a descriptive approach to investigate the digital marketing strategies used by PT. PLM JAYA and analyze the impact of implementing digital marketing on relationships with consumers, company performance and economic development. The research results show that PT. PLM JAYA has succeeded in applying information technology theory efficiently, increasing operational efficiency, interacting with customers via social media, and optimizing digital marketing strategies. Digital marketing and promotions have become a key element in a company's marketing strategy, increasing brand awareness, sales and interaction with customers. By focusing on a specific target market, interesting content, performance measurement, and clear promotional messages, PT. PLM JAYA has succeeded in expanding market reach and achieving success in digital marketing of their products and services. This research provides valuable insights into the integration of information technology in digital marketing and promotional strategies, with practical implications for companies in various sectors looking to achieve competitive advantage in an ever-changing market. Digital marketing and promotions have become the driving force for modern business growth, and PT. PLM JAYA has succeeded in taking full advantage of this potential.

Startups in the technology sector often face challenges in introducing their brands in a competitive market. Therefore, this research will explore various digital marketing approaches and strategies that can help technology startups to increase their brand awareness levels. Qualitative research methods with a descriptive approach were used in this research. The research results show that digital marketing strategies, including search engine optimization, quality content, collaboration with influencers, and digital advertising, play a crucial role in increasing brand awareness for technology startups. By focusing on the target audience, creating relevant content, and interacting through social media, startups can achieve greater exposure. Collaborations with influencers and digital advertising help introduce brands to established audiences, while rigorous data analysis supports informed decision-making. As a result, digital marketing becomes a strong foundation in building brand awareness, helping startups to compete and grow in a competitive business environment.

In the era of the development of information and communication technology, it is very influential in many business fields, one of which is the coffee shop business or often called a coffee shop. The purpose of this research is to find out brand activation as a form of integrated marketing communication strategy (Case study: Headstock Coffee in Balikpapan City). This research method is qualitative with a qualitative descriptive research type. The type of data used in this research is primary data including key informants and informants, as well as secondary data in the form of some literature such as books, journals, and several documents on the internet. Data analysis uses the concept of Miles and Huberman. The results of the research on presenting data on the application of Brand activation as a form of integrated marketing communication strategy at Headstock Coffee in Balikpapan are in the types of Brand activation namely, Direct marketing activation, Social media activation, Promotion activation, Marketing event activation, and Sponsorship activation supported by Integrated theory Marketing Communications (IMC) through several elements of marketing communications. In implementing Brand activation as an integrated marketing communication strategy, product marketing also needs to be strengthened so that Headstock Coffee's coffee shop business looks equal and even stands out from its marketing tool, namely Soundsreal space.

In recent decades, changes in information and communication technology have revolutionised various sectors, including the business sector. One of the most obvious impacts is the emergence of digital marketing as an alternative to traditional marketing (Rafli, 2022). Traditional marketing, such as print advertising, television, radio, and direct marketing, has been the main choice in promoting products. However, with the development of the internet and social media, digital marketing offers new opportunities that are more scalable and efficient for companies to reach consumers (Chaffey & Ellis-Chadwick, 2019). This research aims to compare the effectiveness of digital and traditional marketing strategies in increasing product sales. The research instruments include a structured questionnaire designed to measure the perceived effectiveness, cost, and conversion rate of each marketing strategy. The sales data collected will be used for statistical analysis, which helps to understand the differences in their effectiveness. The results of this research show that digital marketing strategies have advantages over traditional marketing in increasing sales and customer conversions at a lower cost. Digital marketing strategies increase sales more quickly, efficiently, and consistently compared to traditional marketing methods. These results support contemporary marketing theories that propose the use of technology to assist marketing strategies and decisions. Based on quantitative data showing significant differences in sales achievement, the researcher's assumption that companies in the internet age would better utilise digital marketing strategies was proven correct.

This paper proposes a conceptual framework for integrating digital health marketing strategies with public health initiatives to enhance healthcare access and outcomes in underserved communities. The framework focuses on leveraging digital marketing tools such as social media, mobile applications, email campaigns, and search engine optimization to disseminate critical health information, promote preventive measures, and engage communities in healthier behaviors. It addresses the persistent challenges faced by underserved populations, including limited healthcare access, low health literacy, and cultural barriers, by utilizing the accessibility and broad reach of digital channels. The proposed framework incorporates three core components: (1) Health Information Dissemination, which explores the use of targeted digital campaigns to provide culturally relevant and accessible health education; (2) Community Engagement, which leverages interactive platforms such as social media and mobile apps to foster participation in preventive healthcare initiatives and healthy lifestyle practices; and (3) Behavioral Change Promotion, which emphasizes using digital tools to influence health behaviors through personalized messaging, reminders, and virtual support groups. By integrating digital marketing strategies into public health programs, the framework aims to improve healthcare outcomes by increasing awareness of preventive measures, enhancing early diagnosis, and promoting disease management. It also underscores the role of data analytics in refining outreach efforts by identifying specific health needs, tracking engagement, and measuring the effectiveness of interventions. This conceptual framework holds promise for healthcare providers, policymakers, and digital marketers seeking to enhance public health outcomes in underserved communities. It provides a structured approach to combining the strengths of digital marketing with public health goals, creating more inclusive, accessible, and effective health interventions. Future research and case studies can build on this model to refine digital health marketing strategies and assess their long-term impact on public health in underserved populations.

Along with the development of technology, especially the internet and the large number of people using smartphones, the growth of the digital advertising industry in Indonesia continues to increase. The large number of existing advertising agency companies is a challenge for advertising agencies themselves because competition is increasingly fierce. Therefore, every agency must have a good and attractive marketing communications strategy to be able to compete with similar businesses. One way is to implement content marketing to increase brand engagement with customers. The implementation of content marketing must be accompanied by choosing the right strategy, otherwise, brand engagement will not be achieved. One creative agency in Yogyakarta that is trying to implement this strategy to increase brand engagement is Billa Creative Agency. Billa Creative Agency is part of PT Billa Corp Indonesia, which provides social media marketing, branding, and digital creative services. The main focus is to support Micro, Small and Medium Enterprises (MSMEs) and business owners. This research aims to determine the digital content marketing strategy on social media Instagram @billacreative.id in increasing brand engagement with MSMEs in 2023. The theoretical framework consists of digital content marketing strategy and brand engagement. This research approach is qualitative with descriptive methods. Obtain data from interviews as well as additional supporting data. The result of this research will show how the digital content marketing strategy carried out by @billacreative.id can increase brand engagement with MSMEs via instagram.Keywords: Brand engagement, Creative agency, Digital content marketing, Instagram, Strategy

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

In the face of rapid technological advancements, modern marketing has become a crucial factor in the development of organizational management strategies. This study explores the impact of modern marketing strategies on the performance of administrative organizations in Saudi Arabia, with a particular focus on digital marketing, social media marketing, and data analytics. With the widespread adoption of digital technology and the increasing use of the internet and social media, Saudi Arabia has witnessed a notable shift in marketing practices. It has become essential for administrative organizations in the kingdom to adopt marketing strategies that align with these developments to achieve success and growth. The research aimed to analyze how digital marketing and social media strategies impact administrative performance in organizations, as well as to explore the role of data analytics in improving marketing strategies and decision-making. This was achieved by examining the effects of these tools on operational efficiency, customer engagement, and strategic decision-making. The study employed a mixed-method approach combining both qualitative and quantitative techniques. Surveys and interviews with marketing managers in administrative organizations were used to gather accurate data on the impact of modern marketing strategies. Additionally, secondary data from previous reports and research were analyzed. The study's findings indicated that digital marketing plays a significant role in enhancing operational efficiency. Tools such as email marketing and search engine marketing contribute to increased customer engagement and more effective achievement of marketing goals. Furthermore, social media marketing campaigns were found to be effective in building brand awareness and strengthening customer interactions, which enhances organizational reputation. Data analytics was also shown to assist organizations in making more informed decisions by providing accurate insights into customer behavior and market trends. The research recommends that administrative organizations enhance their digital marketing strategies and invest more in social media marketing to improve customer communication effectiveness. Additionally, it is advised to leverage data analytics techniques to refine marketing strategies and anticipate future changes. The study indicates that modern marketing has a significant impact on improving the performance of administrative organizations in Saudi Arabia. By adapting to modern tools and technologies, organizations can boost their competitive edge and achieve positive outcomes in a changing business environment.

This journal discusses digital marketing strategies that can enhance the brand equity of micro, small, and medium enterprises (SMEs) on Sandangs platform. In this ever-evolving digital era, SMEs must adopt effective marketing strategies to expand their market reach and build customer trust in their brand. Digital marketing encompasses various elements, such as social media, websites, search engines, and online advertising campaigns. This journal presents various digital marketing strategies that are crucial for MSMEs and can be implemented to increase brand awareness. The aim of this journal is to deeply understand digital marketing strategies in enhancing brand equity for SMEs. With the adoption of effective, relevant strategies, SMEs can leverage the potential of the digital market to achieve greater success. This journal use a literature study research method through a descriptive qualitative analysis approach, where data is obtained through secondary data sources from previous research. Based on the literature study, effective and relevant digital marketing strategies can influence the brand equity of a specific product, particularly for SMEs.
 Keywords: Digital marketing, SME, brand equity, brand awareness, customer loyality

Coffee shops are currently popular places, especially among Generation Z. The large number of coffee shops today has led to fierce competition, requiring selective marketing strategies for coffee shops in a particular area. Brand awareness is an important factor for a business in order to establish a relationship between the brand and consumers. This study aims to explore and analyze the development of brand awareness of local coffee shops and find out how coffee shops approach achieving brand awareness or becoming known to the coffee enthusiasts. This study uses a qualitative method. Data was collected through interviews and purposive sampling, resulting in 15 informants who met the research qualifications. The results show that there are many factors that influence brand awareness of local coffee shops in Bandung. The factors that influence brand awareness are social media and word of mouth, as well as other supporting factors that were found. Collaboration with communities, events, and campus organizations is an important strategy to expand consumer reach. These findings indicate that brand awareness can be formed by several factors, through the interaction of digital marketing strategies, positive consumer experiences, and social engagement that builds emotional closeness to the brand.

This research aims to provide knowledge related to post-covid 19 digital marketing strategies to increase the number of students at private universities in Indonesia. This study uses a qualitative method with a case study approach in data collection. Observing, interviewing, and sorting the required data as well as conducting data validity through data triangulation from experts to confirm the effectiveness of digital marketing activities on social media in increasing brand awareness in the form of interviews to confirm the data obtained. It can be concluded that the university's x strategy in utilizing digital marketing is effective, with an increase of 155% in a period of approximately 1.5 years doing advertisements on social media, Facebook, Instagram, and Google Ads. Promotional strategies for price reductions and tuition installments are the second strategy in marketing activities. Third in this digital marketing communication strategy is the suitability of the target market with copywriting in advertisements and ad creators, namely generation z. These three strategies are strategies for increasing university brand awareness x.

The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.