Pengelolaan Bauran Promosi melalui Instagram dalam Memasarkan Produk Kopi
DOI:
https://doi.org/10.29313/bcspr.v6i2.25948Keywords:
Bauran Promosi, Instagram, Creative SpaceAbstract
Abstract. The development of social media has positioned Instagram as an important platform for digital marketing communication, particularly for coffee shop businesses seeking to enhance product appeal, strengthen brand identity, and build relationships with audiences. String Coffee Shop Bandung utilizes its Instagram account, @about.string, to manage its promotional mix in marketing coffee products through event promotion, the use of Key Opinion Leaders, marketplace collaborations, and the creative space concept. This study aims to examine how the promotional mix is managed through Instagram @about.string in marketing coffee products. The research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with the owners, head of marketing, head of events, KOL specialist, head content creator, expert informant, follower, and KOL talent, as well as through observation and documentation of Instagram content on @about.string. The findings reveal that promotional mix management through Instagram is carried out by integrating offline activities with digital communication. Events are packaged as experience-based promotional content through e-flyers, reels, stories, teasers, and collaborative posts. KOLs are utilized to deliver promotional messages by highlighting visit experiences, venue atmosphere, and coffee products. Marketplace collaborations are communicated through Instagram Stories and promotional content featuring discounts, bundles, special offers, and online purchasing access. Meanwhile, the creative space concept functions as a space for content exploration that enables the creative team to develop various visual references, music, storytelling, retro, vintage, Y2K, and 2000s MTV-inspired styles according to campaign needs and emerging trends. Therefore, Instagram @about.string functions as a promotional mix management platform that integrates events, Key Opinion Leaders, marketplace collaborations, and creative space in marketing coffee products.
Abstrak. Perkembangan media sosial menjadikan Instagram sebagai salah satu ruang penting dalam komunikasi pemasaran digital, termasuk bagi bisnis coffee shop yang perlu membangun daya tarik produk, identitas merek, dan hubungan dengan audiens. Coffee Shop String Bandung memanfaatkan akun Instagram @about.string untuk mengelola bauran promosi dalam memasarkan produk kopi melalui penyajian event, penggunaan Key Opinion Leader, kolaborasi marketplace, serta konsep creative space. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan bauran promosi melalui Instagram @about.string dalam memasarkan produk kopi Coffee Shop String. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dengan owner, head marketing, head event, KOL specialist, head content creator, informan ahli, follower, dan talent KOL, serta melalui observasi dan dokumentasi konten Instagram @about.string. Hasil penelitian menunjukkan bahwa pengelolaan bauran promosi melalui Instagram dilakukan dengan mengintegrasikan aktivitas offline dan komunikasi digital. Event dikemas sebagai konten promosi berbasis pengalaman melalui e-flyer, reels, story, teaser, dan collab post. KOL digunakan untuk menyampaikan pesan promosi melalui pengalaman berkunjung, suasana tempat, dan produk kopi. Marketplace dikomunikasikan melalui Instagram Story dan konten promosi yang memuat informasi promo, bundling, diskon, serta akses pembelian daring. Sementara itu, konsep creative space digunakan sebagai ruang eksplorasi konten yang memungkinkan tim kreatif mengembangkan berbagai referensi visual, musik, storytelling, retro, vintage, Y2K, dan gaya MTV tahun 2000-an sesuai dengan kebutuhan kampanye dan perkembangan tren. Dengan demikian, Instagram @about.string berfungsi sebagai ruang pengelolaan bauran promosi yang menghubungkan event, Key Opinion Leader, marketplace, dan creative space dalam memasarkan produk kopi.
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