Abstract
This research would like to investigate of how Bunda Corla as a non-celebrity can affect social media engagement so that many famous entrepreneurs or businesses put decent amount of money every time, she conducts a live session on her Instagram. The method that is used is by analyzing the Bunda Corla's live streaming and relate it to the theory of the personal branding and instafamous so that we can see the correlations between the personal branding that she has with why there are many celebrity entrepreneurs put huge amount of money on her. This paper shows why there are many celebrity entrepreneurs who transfer a certain amount of money to Bunda Corla because it is seen from the engagement that Bunda Corla can get every time she starts live streaming, the number is hundreds of thousands. This also shows that the artist wants to transfer it, Bunda Corla will definitely mention their name so that these celebrity entrepreneurs can get such great exposure thanks to her live streaming. From the description above, we can draw the conclusion that, Bunda Corla can get her fame because she can indirectly fulfill the three basics in building a strong personal brand which attracts public figures on putting some cash on her with exposure in return.
Highlights
Cafés and Restaurants grow and continue to grow in number, and this makes business competition increasingly fierce
The conclusion obtained from this research is that Demandailing Café implements a digital marketing strategy by building a brand image on Instagram social media
It is determined by how the product offerings are offered more prominently in terms of the promotional content of the Demandailing Café product itself
Summary
Cafés and Restaurants grow and continue to grow in number, and this makes business competition increasingly fierce. Many parents choose cafes as a meeting place. The cafe is a good business opportunity to make a profit. As the second-largest city in Indonesia, Surabaya has an enormous market potential for the food and beverage sector. Chairman of the Indonesian Cafe and Restaurant Entrepreneurs Association (APKRINDO) East Java, Tjahjono Haryono, stated that the growth of the cafe and restaurant business in Surabaya had a significant impact. No wonder many entrepreneurs in this industry keep popping up. With so many new entrepreneurs in the cafe and restaurant industry, it will provide many choices for the community. The business development of the cafe and restaurant sector in the city of Surabaya, which is estimated to grow by 20% in 2019, can contribute to local revenue (PAD), which is targeted at Rp5.19 trillion
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