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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Shofaa Muhayya
Politeknik Negeri Malang
Economics, Econometrics & Finance

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Analisis Digital Marketing Untuk Menyusun Strategi Pemasaran Pada UMKM Restoran Tempat Bercakap Kopi di Kediri Shofaa Muhayya; Achmad Zaini
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/n4nngz38

Abstract

The development of digital marketing encourages Micro, Small, and Medium Enterprises (MSMEs) to utilize social media to improve competitiveness. However, Instagram has not been optimally utilized as a marketing medium by Tempat Bercakap Kopi Restaurant, Kediri. Therefore, analyzing digital marketing effectiveness is necessary to formulate appropriate marketing strategies. This study aimed to identify digital marketing activities through Instagram, analyze their effectiveness using Digital Marketing Metrics, and formulate marketing strategies. This study employed a descriptive qualitative approach. Data were collected through interviews, observations, documentation, and Instagram Insights involving the Content Creator as the informant. Data were analyzed through data reduction, data presentation, and conclusion drawing, while digital marketing performance was evaluated using awareness, engagement, and conversion metrics. The results showed that Instagram was utilized as a marketing medium. Awareness reached new audiences, engagement reflected user interactions despite fluctuations, and conversion indicated Instagram was used for reservations. However, reservation records was systematically documented, limiting conversion evaluation. Based on these findings, marketing strategies included implementing a content calendar, optimizing content collaboration, improving customer interaction, and maintaining consistent visual design. This study concludes that Instagram marketing effectiveness requires further improvement, and the proposed strategies are expected to improve digital marketing performance.
Analisis Digital Marketing untuk Menyusun Strategi Pemasaran pada UMKM Restoran Tempat Bercakap Kopi Kediri Shofaa Muhayya; Achmad Zaini
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 4 (2026): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/80mraw77

Abstract

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.
Co-Authors Achmad Zaini