Strategi Social Media Marketing @smilingbogorcity dalam Meningkatkan Brand Awareness Café-Café di Kota Bogor

Abstract

Penelitian ini dilatarbelakangi oleh pentingnya strategi pemasaran media sosial dalam meningkatkan brand awareness pelaku usaha café di Kota Bogor. Dinas Pariwisata dan Kebudayaan Kota Bogor memanfaatkan akun Instagram @smilingbogorcity melalui konten Mimin Jalan-Jalan untuk mempromosikan café-café lokal. Penelitian ini bertujuan menganalisis strategi social media marketing dalam konten tersebut serta dampaknya terhadap brand awareness. Metode yang digunakan berupa observasi dan wawancara yang kemudian dianalisis menggunakan teori The 7C Framework. Hasil menunjukkan bahwa empat elemen telah dioptimalkan, yaitu context, content, communication, dan customization. Meskipun demikian, peningkatan followers, interaksi di akun Instagram café, kunjungan offline hingga penghasilan café-café masih terbatas dan belum berdampak signifikan terhadap kesadaran merek. Penelitian ini merekomendasikan pengembangan konten yang lebih variatif dan kreatif untuk memperkuat efektivitas promosi.

This study is motivated by the importance of social media marketing strategies in increasing brand awareness among café business owners in Bogor City. The Department of Tourism and Culture of Bogor City utilizes the Instagram account @smilingbogorcity through the Mimin Jalan-Jalan content to promote local cafés. This research aims to analyze the social media marketing strategy within the content and its impact on brand awareness. The methods used include observation and interviews, which were then analyzed using The 7C Framework theory. The results show that four elements have been optimized: context, content, communication, and customization. However, increases in followers, engagement on café Instagram accounts, offline visits, and café income remain limited and have not significantly impacted brand awareness. This study recommends the development of more varied and creative content to strengthen promotional effectiveness.