Instagram-Based Digital Marketing Strategy for Culinary SMEs: Case Study of 127.Freshbar in Padang City
Keywords:
digital marketing, instagram marketing, culinary SMEsAbstract
This study aims to analyze the digital marketing strategy implemented by 127.Freshbar, a culinary small and medium enterprise specializing in healthy beverages in Padang City, through Instagram as its primary promotional platform. The research employed a qualitative case study approach. Data were collected through in-depth interviews and direct observation of the @127.freshbar Instagram account. The findings indicate that 127.Freshbar utilizes visual content, trend-following strategies, and active interaction with consumers to improve brand awareness and customer engagement. The business also benefits from the use of artificial intelligence tools for developing captions and content ideas. Despite the positive impact of Instagram on marketing performance, several challenges remain, including inconsistent content uploads and limited use of platform features.
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