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Instagram Marketing Strategies for Culinary MSMEs: A Qualitative Study of Abdo's Adi Muhamad Nazir; Inty Nahari; Fitria Fitria
Journal of Management and Business Environment (JMBE) Vol 1, No 2: Special Issue the 11th International Conference on Business and Economy, July 2026
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/jmbe.v1i2.15664

Abstract

This study analyzes the digital marketing strategy of Abdo's, a local culinary micro, small, and medium enterprise (MSME) in Surabaya, through Instagram. A descriptive qualitative case study was applied using Instagram observation, semi-structured interviews with the co-owner/social media administrator and a customer, and documentation of posts, stories, testimonials, and insights. The findings show that Abdo's relies on cinematic food reels, daily stories, persuasive captions, local hashtags, customer testimonials, direct messages, and limited food-vlogger collaboration. Cinematic food videos were perceived as the most effective content because they visualize product quality, texture, and consumption experience. Nevertheless, Instagram management still faces constraints related to inconsistent content scheduling, limited human resources, uneven visual quality, underused highlights, incomplete price information, and irregular promotions. The study recommends a weekly content calendar, consistent visual identity, complete product information, optimized reels, stories and highlights, stronger user-generated content, and regular insight evaluation. The findings imply that Instagram can function not only as a promotional showcase but also as a brand communication space that supports trust-building and purchase interest among culinary MSME customers.
Co-Authors Adi Muhamad Nazir Aini, Eli Budi Aliya Putri, Shofi Ananda Citra Awwalissanah Anburika, Nudia Anggun Ica Maydasari Arista, Warsaditha Aprila Azmi, Aliya Fayza Ulil Berlian Puput Novera Chairunnisa’ Eka Putri Dafira``, Rana Alya Damayanti, Ailsa Daniswari Syandani, Tsabina Dea Cesayrisa Firmanartha Deny Arifiana Dinano Vianingrum Dwiyanti, Shifa Salsabila Ramadhani Eka Wahyuni, Andi Dwi Eko Yuliawan El Rahma, Silvia Aisyah Engki Edi Saputra Fitria Fitria Frailia Shofa Ghefira Azizah Nur Hafidzah Nabilah A Hesty Pragista Putri Susilo Husna, Alvin Ainul Ilmi, Dinar Zuhriya Immaduddin, Muhammad Indah Arum Cahyani Irma Rusaanti Irma Russanti Islamiyah, Suri Intan Jasmine Nadhiyfa Syanni Junior, Risfadila Andra Kaffa, Fissilmi Karellina, Stefani Cinthia Kuncoro, Andika Kusuma, Karina Septia Kusumaningrum, Mulia Dewi Lilik Vadia Maulida Hanifah Listamona, Lila Lutfiyah Hidayah Lutfiyah Hidayati Lutfiyah Hidayati Made Muliatna Marniati Marniati Marniati Marniati Marniati Marniati Marniati4, Marniati Maspiyah Maspiyah Ma’rifatun Nashikhah Ma’rifatun Nashikhah Ma’rifatun Nashikhah Mein Kharnolis MEIN KHARNOLIS Mein Kharnolis MITA YUNIATI Mita Yuniati Muna Sri Tiantono Nabbilah Ayu Putri Reztanty Nashikhah Nashikhah Nashikhah, Ma'rifatun Nashikhah, Ma’rifatun Natasha Kriswidowati Dwianggraeni Ningsih, Suci Wulan Novilia, Sheilla Peppy Mayasari Peppy Mayasari, Peppy Pritasari, Octaverina qurrota aini Rahayu Rahayu Rahayu, Imami Arum Tri Rahma Aisya Rahmawati, Efi Rahmawati, Retno Dwi Rakhmawati Dzul Hijjah Ratna Suhartini Resti Wilujeng Resti Wilujeng Rigita, Rigita Rosa Maharani Rosano, Kho Jessalin Sabrina, Silmy Nurin Sari, Eka Berliana Sayidatul Istighfarini Sefirlia Sari, Dynis Nova Setyaningrum, Ayu Intan Permatasari Kurnia Sinabariba, Yenma Soeparno Soeparno Suartana, Made Supari Muslim Suryani, Retno Fajar Susi Gomes Taufik, Dimas TR, Imami Tri Rahayu, Imami Arum umayah, shifa Wahyu Laily, Prasidya YUHRI INANG Yulianti Puspa Rini YULISTIANA Yulistiana Yulistiana Yuniati, Mita