Efektivitas Instagram sebagai Media Promosi Usaha Kecil Hasil Pertanian (Kasus: Snday Coffee Bogor)

Abstract

Kemajuan teknologi digital di Indonesia meningkatkan peran penting media sosial dalam berbagai bidang, termasuk bisnis UMKM. Pelaku UMKM menggunakan platform digital seperti Instagram untuk mendukung pemasaran dan promosi produk mereka. Penelitian ini bertujuan menganalisis efektivitas Instagram sebagai media promosi usaha kecil hasil pertanian pada akun Instagram SNDAY Coffee. Metode penelitian yang digunakan adalah survei melalui kuesioner terhadap 80 responden, didukung oleh wawancara dan studi literatur. Hasil penelitian menunjukkan bahwa Instagram berperan signifikan dalam strategi promosi SNDAY Coffee dan terbukti efektif sebagai media promosi UMKM. Analisis karakteristik responden menunjukkan tidak adanya hubungan signifikan dengan keterdedahan media Instagram, namun efektivitas promosi berhubungan signifikan dengan minat berkunjung kembali. Artinya, semakin efektif promosi, semakin tinggi kemungkinan konsumen untuk tertarik melakukan kunjungan ulang, mencerminkan keberhasilan strategi pemasaran SNDAY Coffee.

The advancement of digital technology in Indonesia has increased the important role of social media in various fields, including MSME businesses. MSME actors use digital platforms like Instagram to support their marketing and product promotion activities. This study aims to analyze the effectiveness of Instagram as a promotional media for small-scale agricultural businesses, focusing on the Instagram account of SNDAY Coffee. The research method used a survey conducted through a questionnaire involving 80 respondents, supported by interviews and literature studies. The results show that Instagram plays a significant role in SNDAY Coffee's promotional strategy and is proven effective as a promotional media for MSMEs. Analysis of respondent characteristics shows no significant relationship with Instagram media exposure; however, promotional effectiveness is significantly related to the intention to revisit. This means that the more effective the promotion, the higher the likelihood of attracting consumers to return, reflecting the success of SNDAY Coffee's marketing strategy.