ANALYSIS OF ONLINE PROMOTION STRATEGIES FOR CULINARY BUSINESS IN BANDUNG USING SOCIAL MEDIA INSTAGRAM: CASE STUDY OF BAKSO ACI MASJAY

• Main Author: Iqbal Nur Alim (19015141), Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29259
• Institution: Institut Teknologi Bandung

Since 2012, Bandung city has been increasingly visited by people from various regions. It gave a great opportunity for the people of Bandung to run a business, that is the culinary business. Culinary business is increasing from year to year, it has an impact on competition in the culinary business is also increasing. To face this competitive business, every culinary business must be able to maximize the promotion strategy of their culinary business. Promotion is very important for business as a means to because building brand awareness, attracting consumers to buy products, and educating consumers. Promotions can be done in various ways, that is offline promotion and online promotion. <br /> <br /> At present, people are more interested to online promotion because it is easily accessible, can reduce promotional costs, and in this digital era almost everyone uses social media. Among the many examples of social media platform, Instagram become the most popular social media because its users are dominated by younger-demographic users. This pushes the attention of business people to use Instagram as their online promotion strategy. Examples of culinary businesses that use Instagram as an online promotion media are Bakso Aci Masjay, but Bakso Aci Masjay has not utilized their online promotion strategy as maximal, thus making the online promotion strategy of this culinary business to be inferior from the competitor, namely Bakso Aci Ganteng. Therefore, this research was conducted to find what the difference between Bakso Aci Masjay’s online promotion strategy and Bakso Aci Ganteng’s online promotion strategy on Instagram, then find ways how to improve online promotion strategy of Bakso Aci Masjay strategy on Instagram. The technique applied in this study are analysis of Instagram and in-depth interview with the owners and managers of culinary businesses that became the object of this study. Data collection was carried out for 1 month, data collection from the analysis of Instagram started from July 1st – July 9th, 2018 and data collection from interviews started from July 20th - July 23rd 2018. Analysis on Instagram is useful for collecting data from online promotion strategies used by each culinary business, then it will also be used as questions for interviews that are elaborated with 19 online promotion strategies of a Marketing Expert. As a result, it was found that Bakso Aci Masjay had not fully utilized online promotion strategy on Instagram because this culinary business still focused on branding and concepts. While Bakso Aci Ganteng has utilized the online promotion strategy on Instagram as maximum through services of Influencers, Celebgram, Blogger, and building brand awareness through Instagram content.