<![CDATA[Abstract. The development of Social Media has positioned Instagram as an important platform for digital marketing communication, particularly for coffee shop businesses seeking to enhance product appeal, strengthen brand identity, and build relationships with audiences. String Coffee shop Bandung utilizes Instagram @about.string to manage its promotional mix through event promotion, Key Opinion Leaders, marketplace collaborations, and the creative space concept. This study aims to examine how the promotional mix is managed through Instagram @about.string in marketing coffee products. The research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with the Owners, head of marketing, head of events, KOL specialist, head content creator, expert informant, Follower, and KOL Talent, as well as observation and documentation of Instagram content. The findings show that promotional mix management integrates offline activities with digital communication. Events are presented through e-flyers, reels, stories, teasers, and collaborative posts; KOLs highlight visit experiences, venue atmosphere, and coffee products; and marketplace collaborations communicate discounts, bundles, special offers, and online purchasing access. Meanwhile, the creative space enables the creative team to explore visual, music, storytelling, retro, vintage, Y2K, and 2000s MTV-inspired styles according to campaign needs and trends. Therefore, Instagram @about.string functions as a promotional mix management platform integrating events, Key Opinion Leaders, marketplace collaborations, and creative space in marketing coffee products. Abstrak. Perkembangan media sosial menjadikan Instagram sebagai salah satu ruang penting dalam komunikasi pemasaran digital, termasuk bagi bisnis coffee shop dalam membangun daya tarik produk, identitas merek, dan hubungan dengan audiens. Coffee shop String Bandung memanfaatkan Instagram @about.string untuk mengelola bauran promosi melalui event, Key Opinion Leader, kolaborasi marketplace, serta konsep creative space. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan bauran promosi melalui Instagram @about.string dalam memasarkan produk kopi Coffee shop String. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dengan Owner, head marketing, head event, KOL specialist, head content creator, informan ahli, Follower, dan Talent KOL, serta observasi dan dokumentasi konten Instagram. Hasil penelitian menunjukkan bahwa pengelolaan bauran promosi mengintegrasikan aktivitas offline dan komunikasi digital. Event dikemas melalui e-flyer, reels, story, teaser, dan collab post; KOL menyampaikan promosi melalui pengalaman berkunjung, suasana tempat, dan produk kopi; sedangkan marketplace dikomunikasikan melalui informasi promo, bundling, diskon, dan akses pembelian daring. Konsep creative space menjadi ruang eksplorasi bagi tim kreatif dalam mengembangkan referensi visual, musik, storytelling, retro, vintage, Y2K, dan gaya MTV tahun 2000-an sesuai kebutuhan kampanye dan tren. Dengan demikian, Instagram @about.string berfungsi sebagai ruang pengelolaan bauran promosi yang mengintegrasikan event, Key Opinion Leader, marketplace, dan creative space dalam memasarkan produk kopi.]]>
