<![CDATA[Digital marketing encourages small and medium-sized enterprises (SMEs) to utilize social media as a marketing medium to increase brand awareness and consumer interaction. UMKM Restoran Tempat Bercakap Kopi Kediri utilizes Instagram as a marketing medium, but its management still faces several challenges. This study aims to identify digital marketing activities through Instagram, analyze digital marketing performance based on awareness and engagement, and develop a proposed marketing strategy. This study uses a descriptive method with a qualitative approach. Data were collected through interviews, observation, documentation, and Instagram Insights for the period of March–June 2026. The analysis was conducted through data reduction, data presentation, and conclusion drawing, while digital marketing performance was analyzed using awareness metrics and engagement metrics. The results show that Instagram is utilized to provide information about products, promotions, and restaurant activities. The analysis indicates audience reach and interaction; however, challenges remain in posting consistency, collaboration, audience interaction, and Instagram visual arrangement. Based on these findings, a marketing strategy was developed using the Segmentation, Targeting, and Positioning (STP) approach to improve Instagram digital marketing activities.]]>
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