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All Journal NEAR: Jurnal Pengabdian kepada Masyarakat CEMARA: Jurnal Pengabdian Masyarakat Multidisiplin
Ruly Wiliandri
Universitas Negeri Malang
Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences Transportation Other

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Instagram-Based Digital Marketing Strategy to Enhance Engagement and Follower Growth in a Nascent Coffee Shop SME: A Case Study from Kediri Niluh Komang Kusuma Yasari; Esti Nurwulan; Prabu Nurdin Prayogonegoro; Yanik Febriyani; Sudarmiatin Sudarmiatin; Ruly Wiliandri
NEAR: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 2 (2026): NEAR
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/nr.v5i2.3858

Abstract

Intensifying competition within the independent coffee shop industry has compelled nascent small and medium-sized enterprises in secondary Indonesian cities to adopt structured digital marketing strategies to build brand awareness efficiently. Nevertheless, research examining how resource-constrained micro-enterprises can leverage Instagram to accelerate engagement growth and follower acquisition in non-metropolitan markets remains scarce. This study analyzes the effectiveness of Instagram-based digital marketing strategies, particularly content scheduling optimization and local influencer collaboration, at Fase Coffee, a newly established coffee shop in Kediri, East Java. A qualitative case study approach was employed, drawing on Instagram insight data collected through observation, in-depth interviews, and documentation from February to April 2026. Data were analyzed descriptively and interpretively by integrating Temporal Consumption Theory, Attention Economy Theory, Customer Engagement Theory, and Source Credibility Theory. Findings indicate that uploading content on Tuesdays, Wednesdays, and Sundays between 18.00 and 21.00 Western Indonesia Time consistently produced higher audience engagement. Local influencer collaboration demonstrably expanded content reach, achieving 2,499 views on a single post. Total impressions grew 217 percent from 12,000 in February to 38,000 in April, while followers increased from 153 to 287. This study demonstrates that influencer geographic relevance and data-driven content scheduling timing are independent strategic variables determining the effectiveness of organic marketing for micro-enterprises in non-metropolitan markets.
Pendampingan Berbasis Participatory Action Research pada UMKM Cold Pressed Juice Mama Vien Tulungagung: Penguatan Strategi Pemasaran Digital dan Manajemen Usaha untuk Meningkatkan Daya Saing Tomy Wahyu Dewantoro; Rehana Dwiba Febriani Saputri; Fazli Sofyandori; Sudarmiatin; Ruly Wiliandri
CEMARA: Jurnal Pengabdian Masyarakat Multidisiplin Vol 4 No 1 (2026): CEMARA: Jurnal Pengabdian Masyarakat Multidisiplin
Publisher : Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Indragiri (UNISI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61672/cemara.v4i1.3568

Abstract

Industri minuman kesehatan berbasis cold pressing menghadapi tantangan daya saing yang berlapis, mencakup rendahnya brand awareness, keterbatasan optimalisasi platform digital, dan lemahnya tata kelola manajemen internal. Kegiatan Pengabdian Kepada Masyarakat ini dilaksanakan terhadap Cold Pressed Juice Mama Vien, UMKM minuman kesehatan di Kabupaten Tulungagung, selama periode 1 Maret 2026 hingga 29 Maret 2026, menggunakan pendekatan Participatory Action Research dengan empat siklus: perencanaan, tindakan, pengamatan, dan refleksi. Dua intervensi utama diimplementasikan: penguatan strategi pemasaran digital yang mencakup pengembangan konten Instagram, pendaftaran platform food delivery, strategi kolaborasi komunitas dan influencer, serta optimalisasi WhatsApp Business; dan penguatan manajemen usaha yang mencakup sistem pencatatan keuangan berbasis aplikasi BukuWarung dan penyusunan SOP operasional komprehensif. Evaluasi reflektif mengkonfirmasi empat perubahan substantif pada kapasitas usaha mitra: peningkatan literasi digital marketing, konsistensi pencatatan keuangan harian, tersusunnya dokumen SOP, dan transformasi dari pengelolaan informal menuju tata kelola yang lebih profesional. Kegiatan ini memberikan kontribusi pada integrasi teoritis antara PAR dan kerangka pemasaran digital serta manajemen operasional UMKM.
Co-Authors Esti Nurwulan Fazli Sofyandori Niluh Komang Kusuma Yasari Prabu Nurdin Prayogonegoro Rehana Dwiba Febriani Saputri Sudarmiatin Tomy Wahyu Dewantoro Yanik Febriyani