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All Journal INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Iwan Patta
Halu Oleo University, Kendari, Indonesia
Religion Humanities Social Sciences

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ASSESSING THE EFFECTIVENESS OF VISUAL CONTENT IN DIGITAL MARKETING CAMPAIGNSIN ITS IMPLEMENTATION IN THE TODAY'S COFFEE SHOP BUSINESS SECTOR Muh. Husriadi; Citra Ayu Ningsi; Iwan Patta
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
Publisher : Adisam Publisher

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Abstract

The rapid development of the contemporary coffee shop sector demands an effective digital marketing strategy, especially in utilizing visual content to attract young and urban audiences. This study aims to evaluate the effectiveness of visual content in digital marketing campaigns in contemporary coffee shops and identify production challenges and adaptive solutions applied. The research method uses a qualitative approach with case studies and in-depth interviews and observations of coffee shop business actors who are active on social media. The results of the study show that quality product photos, videos of the coffee making process, and content of the shop atmosphere are the dominant types of visual content that can increase engagement, purchase interest, and customer loyalty. However, limited resources such as time, cost, and technical expertise are significant obstacles in the production of quality content that are overcome through independent training and the use of simple editing applications. These findings provide an important contribution to the digital marketing literature in the creative MSME sector and serve as a practical guide for business actors in optimizing visual content strategies to improve digital marketing performance.
BRANDING STRATEGY EXPLORATION IN BUILDING BRAND AWARENESS IN COFFEE SHOP MSMEs IN KENDARI CITY Muh. Husriadi; Maulidia Berlianti; Iwan Patta
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 3 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21215128

Abstract

The development of coffee MSME-based shops in Kendari City show that competition is no longer only determined by product quality, but also by the ability to build a brand. awareness through consistent branding strategies. This situation drives the need for a deeper understanding of business actors' experiences in shaping brand identity amidst changing consumer behavior and digital marketing. This study aims to explore branding strategies in building a brand. awareness of coffee SMEs shop in Kendari City. The method used was qualitative research with a phenomenological approach through in-depth interviews, observation, and documentation of informants directly involved in branding practices. Data were analyzed using the Miles and Huberman model through data reduction, data presentation, and conclusion drawing. The results of the study indicate that brand Awareness is built through a consistent brand identity, a pleasant customer experience, active marketing communications, and a responsive digital presence. These findings confirm that branding in MSME coffee A shop serves not only as a promotional tool but also as a means of building emotional connection and differentiation in the local market. Consequently, MSMEs need to strengthen branding strategies that are simple, consistent, and appropriate to the local social context to maintain business competitiveness now and in the future.
Co-Authors Citra Ayu Ningsi Maulidia Berlianti Muh. Husriadi