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All Journal Multidisciplinary Indonesian Center Journal Indonesian Journal of Social Science and Education
Ingrit Fatharani
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ANALISIS INSTAGRAM SEBAGAI MEDIA STRATEGI BISNIS INTERNASIONAL: STUDI KASUS PERUSAHAAN GLOBAL STARBUCKS DALAM MEMPERLUAS PASAR Dian Amelia Gidanthi; Ranti Ramadhanti; Khoerul Nisa Hilmi; Ingrit Fatharani; Rizaldi Alfrizafany; Yosep Suherman; Yuyun Yuniarsih
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1296

Abstract

Instagram sudah berkembang menjadi salah satu media sosial yang paling sering digunakan untuk kegiatan pemasaran. Perusahaan global memanfaatkan platform ini bukan hanya untuk promosi produk, tetapi juga untuk membangun hubungan dengan konsumen. Starbucks menjadi salah satu contoh brand internasional yang berhasil menggunakan Instagram untuk mendukung strategi bisnisnya di berbagai negara. Dengan jumlah pengikut yang sangat besar, Starbucks menghadirkan konten visual yang konsisten, kreatif, dan disesuaikan dengan budaya lokal. Penelitian ini bertujuan untuk melihat bagaimana Starbucks memanfaatkan Instagram dalam memperluas pasar internasional, apa saja kelebihan serta tantangannya, dan bagaimana efektivitasnya dibandingkan media pemasaran lain. Penelitian ini menggunakan pendekatan studi literatur dengan mengumpulkan data dari jurnal, artikel, serta laporan resmi. Hasil penelitian menunjukkan bahwa Instagram berperan besar dalam membangun brand image Starbucks, meningkatkan interaksi konsumen, dan memperkuat posisinya sebagai merek gaya hidup global.
DIGITAL PROMOTION STRATEGY: UTILIZATION OF DIGITAL ADVERTISING, ENDORSEMENTS, AND SOCIAL MEDIA CAMPAIGNS AT JNC COOKIES Jota Yovanto; Rini Puspita Dewi; Suci Fitriani; Luthfiani Chintia Wardani; Zia Dzilalul Haq; Revalsyah Alwi Alfarizky; Rizaldi Afrizafany; Ingrit Fatharani; Indah Permatasari; Oksa Putri Mulyadi; Yuyun Yuniarsih
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2195

Abstract

The increasing intensity of competition in the culinary business sector of Micro, Small, and Medium Enterprises (MSMEs), particularly in snack food products such as JNC Cookies, necessitates the implementation of effective digital promotion strategies to expand market reach and improve sales performance. Changes in consumer behavior that increasingly rely on digital platforms to obtain information, evaluate purchasing decisions, and interact with brands have made adaptation to digital marketing an unavoidable requirement. Therefore, this study aims to analyze the planning, implementation, and effectiveness of digital promotion strategies through the utilization of digital advertising (paid advertising), endorsements, and social media campaigns in enhancing brand awareness and consumers’ purchase intention toward JNC Cookies. This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation of social media activities, and analysis of the performance of implemented digital marketing campaigns. In addition, several supporting indicators were measured, such as content reach, engagement rate, consumer interactions, and changes in sales volume during the campaign period. The collected data were subsequently analyzed to identify the relationship between digital promotional activities and consumer responses. The expected outcomes of this study include the formulation of an applicable digital promotion strategy model for food-sector MSMEs, recommendations for the development of sustainable social media campaigns, and the mapping of the roles of endorsements and digital advertising in strengthening the brand positioning of JNC Cookies. The findings of this study are expected to provide practical contributions for MSME practitioners in optimizing the use of digital media as an effective, measurable, and consumer-oriented promotional tool.
Co-Authors Dian Amelia Gidanthi Indah Permatasari Jota Yovanto Khoerul Nisa Hilmi Luthfiani Chintia Wardani Oksa Putri Mulyadi Ranti Ramadhanti Revalsyah Alwi Alfarizky Rini Puspita Dewi Rizaldi Afrizafany Rizaldi Alfrizafany Suci Fitriani Yosep Suherman Yuyun Yuniarsih Zia Dzilalul Haq