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All Journal Ilmu Administrasi Publik Jurnal Pendidikan Ekonomi (JURKAMI) MANDAR: Management Development and Applied Research Journal International Journal of Business, Law, and Education Pinisi Business Administration Review JURNAL PENDIDIKAN IPS Jurnal Penkomi : Kajian Pendidikan dan Ekonomi Jurnal Administrasi Bisnis Jurnal Penelitian Ilmu Pendidikan Indonesia Indonesian Journal of Contemporary Multidisciplinary Research Innovative: Journal Of Social Science Research Teknovokasi : Jurnal Pengabdian Masyarakat Amal: Jurnal Ekonomi Syariah Journal of Contemporary Administration and Management (ADMAN) Intisari: Jurnal Inovasi Pengabdian Masyarakat Jurnal Akademik Pengabdian Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan Advances in Management & Financial Reporting Jurnal Hasil-Hasil Pengabdian dan Pemberdayaan Masyarakat (JHP2M) International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research Jurnal Pengabdian Masyarakat Mentari Atestasi : Jurnal Ilmiah Akuntansi
Tadampali, Andi Caezar To
Unknown Affiliation
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Analysis of Culinary Digital Literacy and Promotion Strategies in Makassar City Through Instagram Social Media: A Qualitative Study on Instagram Account Andi Caezar To Tadampali; Ika Wisudawaty; Sri Hutami Adiningsih S
MANDAR: Management Development and Applied Research Journal Vol. 8 No. 2 (2026): June Period
Publisher : Universitas Sulawesi Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31605/mandar.v8i2.5905

Abstract

This study explores how digital literacy shapes social media–based culinary promotion strategies on Instagram. Using a qualitative research approach, the study focuses on the @mksmakan account as a case study to gain an in-depth understanding of promotional practices, content strategies, and audience engagement mechanisms. Data were collected through in-depth interviews, observation of Instagram content, and documentation, and were analyzed using thematic analysis. The findings reveal that effective culinary promotion on Instagram is closely related to the account manager’s digital literacy, particularly in content creation, audience interaction, and data-driven decision-making. Strategies such as content collaboration, giveaways, and the prioritization of Instagram Reels emerge as key practices that enhance engagement and visibility. Rather than establishing causal relationships, this study illustrates how digital literacy enables adaptive promotional strategies in response to platform algorithms and audience behavior. From a theoretical perspective, this study offers two main contributions. First, it extends Social Media Marketing Theory by demonstrating how engagement-oriented strategies are enacted in a local culinary promotion context. Second, it enriches Digital Literacy Theory by highlighting the role of analytical and strategic competencies in everyday social media management. The findings provide practical insights for culinary business actors, content creators, and policymakers seeking to strengthen digital promotion practices within the creative economy sector
Co-Authors . Darniati Adiningsih S, Sri Hutami Ahmad, Muh Ihsan Said Ainun Nurfitriana Alif, Andi Muhammad Andi Tenri Ampa Andi Tenri Ampa Aris Baharuddin Aslinda Aslinda Aslinda Aslinda, Aslinda B, Aqvila Fadini Dinar, Muhammad Fausiy, Muhammad Fazlih Fuad, M. Fikri Nur Hadi, Abdurrahman Haedar Akib Henni Zainal Hidayah, Resky Wira Hikmayani Subur Ika Wisudawaty Ika Wisudawaty Jamaluddin Jamaluddin Lapong, Muhammad Imran Mahmud, Ramlan Maya Kasmita Muhammad Ihsan Said Ahmad Muhammad Ilyas Thamrin Tahir Muhammad Ilyas Thamrin Tahir Muhammad Luthfi Muhammad Luthfi Siraj Muhammad Naufal Muhlis Muhlis Murniady Muchran MUSTARI Mustari Mustari Mustari Mustari Mutmainna, A. Indah Najib, Marhawati Nanda Rezky Pratama Nudiana, Nudiana Nur Arisah Nuralisa, Nuralisa Nurhaliza, Widi Nurjannah Nurjannah Nurwahida Nurwahida, Nurwahida Pratama, Is Arianto Raden Mohamad Herdian Bhakti Rahmatullah Rahmatullah Rahmatullah Ramlan Mahmud Ratna, S Ratnah Ratnah Risma Niswaty Rizal S, Muh. Rudi Salam S, Muh. Rizal S, Ratnah Sri Hutami Adiningsih S sriwahyuni Sriwahyuni Subur, Hikmayani Sulolipu, Andi Annisa Syamsu Rijal Syamsu Rijal Syamsu Rijal Syamsul Rijal Syarifuddin Syarifuddin Syarifuddin Syarifuddin Syarifuddin Wahyudi Gani, Andika Wiwi Indah Sari WULAN PURNAMASARI, WULAN Zainal, Henni