Analisis Digital Marketing untuk Menyusun Strategi Pemasaran pada UMKM Restoran Tempat Bercakap Kopi Kediri
DOI:
https://doi.org/10.63822/80mraw77Keywords:
Digital Marketing; Instagram; Awareness; Engagement; STPAbstract
Digital marketing encourages small and medium-sized enterprises (SMEs) to utilize social media as a marketing medium to increase brand awareness and consumer interaction. UMKM Restoran Tempat Bercakap Kopi Kediri utilizes Instagram as a marketing medium, but its management still faces several challenges. This study aims to identify digital marketing activities through Instagram, analyze digital marketing performance based on awareness and engagement, and develop a proposed marketing strategy. This study uses a descriptive method with a qualitative approach. Data were collected through interviews, observation, documentation, and Instagram Insights for the period of March–June 2026. The analysis was conducted through data reduction, data presentation, and conclusion drawing, while digital marketing performance was analyzed using awareness metrics and engagement metrics. The results show that Instagram is utilized to provide information about products, promotions, and restaurant activities. The analysis indicates audience reach and interaction; however, challenges remain in posting consistency, collaboration, audience interaction, and Instagram visual arrangement. Based on these findings, a marketing strategy was developed using the Segmentation, Targeting, and Positioning (STP) approach to improve Instagram digital marketing activities.
Downloads
References
Aidil, M., Puspitasari, R. A., Aisyah, R., Khozin Ahyar, M., & Zunaidah, U. (2026). Journal Of Marketing Innovation And Business Research Awareness and Engagement Gap in Instagram Content Strategy: Analysis of Social Media Interactivity in Book and Lifestyle Retail. 1(1), 2026.
Artisyah, N. F., Abdullah, M. Z., & Susilawaty, F. T. (2025). Strategi Digital Marketing Communication Melalui Instagram pada UMKM Es Teh Anak Kendari. Newcomb: Jurnal Ilmu Komunikasi dan Media, 3(1), 103-113.
Barker, M.S., Barker, D. I., Bormann, N.F., Roberts, M. L., & Zahay, D. L. (2017). Social Media Marketing: A Strategic Approach (2nd ed.). Boston, MA: Cengage Learning.
Chaffey, D., & Ellis-Chadwick, F.(2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Harlow, England:Pearson Education Limited.
Fatin, T., & Rahman, N. (2020). Measuring Digital Marketing Performance. International Journal of Applied Management Theory and Research, 2(1), 1–15.
Fitria, Y. (2022). Strategi Pemasaran Digital Melalui Media Sosial Instagram pada UMKM di Era Digital. Jurnal Ilmu Komputer Dan Sistem Informasi, 3(3), 70–74.
Ghifari, L. F. El, & Supendi, M. (2024). Penerapan Strategi Digital Marketing Pada Usaha Mikro Kecil Menengah (UMKM) Waken Cafe. Jurnal Niara, 16(3), 504–512.
Herman, J., Butow, E., & Walker, C. (2021). Instagram For Business (2nd ed.).
Hoboken, NJ: John Wiley & Sons.
Indonesia, P. R. (2021). Peraturan Pemerintah Republik Indonesia Nomor 7 Tahun 2021 tentang Kemudahan, Pelindungan, dan Pemberdayaan Koperasi dan Usaha Mikro, Kecil, dan Menengah. (086507).
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th Global ed.).
Harlow, England:Pearson Education Limited.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ:John Wiley & Sons.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow, England: Pearson Education Limiteds.
Munawaroh, M., & Rimiyati, H. (2016). Kewirausahaan Untuk Program Strata 1.
Yogyakarta: LP3M UMY.
Pramudya, A., Savitri, C., & Faddila, S. P. (2025). Analisis Strategi Konten Marketing Media Sosial Instagram pada UMKM Food Familys. Jurnal UPI, 5, 759–772.
Purwatiningsih, A, (2024). Buku Ajar Entrepreneurship (M. Tahta, Ed.). Klaten: Tahta Media Group.
Purba, D. S., Kurniullah, A. Z., Banjarnahor, A. R., Revida, E., Purba, S., Purba, B., Sari, A. P., Hasyim, Yanti, Butarbutar, M., Fuadi, Aznur, T. Z., Purba, B., & Rahmadana, M. F. (2021). Manajemen Usaha Kecil dan Menengah. Medan: Yayasan Kita Menulis.
Rizkiani, Putri Eka. (2025). Strategi Digital Marketing Melalui Instagram Untuk Meningkatkan Omset Penjualan UMKM. BISNISTEK: Jurnal Ilmiah Bisnis Digital. 1(2), 102–109.
Rusydi, A., & Tien, R. (2016). Pengantar Kewirausahaan: Rekayasa Akademik Melahirkan Entrepreneurship (R. Muhammad, Ed.). Medan: Perdana Publishing.
Ryan, D. (2016). Understanding Digital Marketing (4th ed.). London: Kogan Page.
Stokes, R. (2018). eMarketing: The Essential Guide to Marketing in a Digital World (6th ed). Cape Town: Red & Yellow Creative School of Business.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. (27th ed.).
Bandung: Alfabeta.
Suryana. (2017). Kewirausahaan: Kiat dan Proses Menuju Sukses (4th ed.).
Jakarta: Selemba Empat.
Tuten, T. L. (2021). Social Media Marketing (3rd ed). London: SAGE Publications Ltd.
Wati, A. P., Martha, J. A., & Indrawati, A. (2020). Digital Marketing. Malang: Edulitera.
Widyanto, & Tri Adhi, S. (2024). Buku Ajar Pengantar Kewirausahaan. Semarang: Universitas Katolik Soegijapranata.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Shofaa Muhayya, Achmad Zaini (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
