IMPLEMENTATION OF INSTAGRAM DIGITAL MARKETING TOOLS TO IMPROVE SALES OF BUGAR HEALTHY FOOD PRODUCT

• Main Author: Damar Prastuti, Tantri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41423
• Institution: Institut Teknologi Bandung

Bugar is a healthy food product from Bandung that was established in February 2018. Bugar is present as one of the solutions to the problem of the lack of consumption of fruits and vegetables in Indonesia. Currently, the product from Bugar is fruit salads with a variety of fruit, various choices of toppings, and yogurt as a salad dressing. Bugar sales activities through Instagram. It is because Instagram has a high engagement compared to other social media. However, as the company grows, the number of sales per month did not reach the target. Several marketing strategies on Instagram have been done. Therefore, this research will conduct experiments on several Instagram marketing tools and Instagram activities to find out whether Instagram tools and activities can increase sales. This study uses literature studies as references, questionnaires, interviews, and supported data collected through experiments using Instagram digital marketing tools and promotional activities on Instagram. The analysis carried out is internal analysis, external analysis, and trial of Instagram digital marketing tools and activities. The internal analysis consists of marketing mix analysis, STP analysis, and social media marketing, while external analysis consists of market analysis, customer analysis, and competitor analysis. Trial with digital marketing tools using Instafilosky, Konek Supplier, and Instagram Ads. For Instagram activities, including paid promotes, Endorsement, discounts, and testimonials. To find out the results, Bugar used the Customer Path theory from Hermawan Kartajaya, which was measured using several metrics. Based on the results of implementing the Instagram tools and activities, it was found that Instagram tools cannot help to increase sales, but if we want to improve awareness, we can use it. To increase sales, it is more effective by looking for customers organically. The business solutions offered are increasing the number of customer testimonials (E-WOM), maintaining loyal customers, optimizing Instagram Ads, choosing selebgram or food bloggers correctly, and looking for customers organically by expanding sales distribution such as opening an offline store, becoming Go Food partner, and consignment. To implement it, the author makes an action plan, proposed budget, and estimated results.