Strategi Komunikasi Digital pada Instagram Kupikudai dalam Mempertahankan Positioning Kedai Kopi Rumahan Kota Bogor

Abstract

This study examines Kupikudai's digital communication strategy through its Instagram account in maintaining its positioning as a home-style coffee shop amid increasingly competitive rivalry among coffee shops in Bogor City. This study aims to analyze the digital communication strategy implemented by Kupikudai through Instagram in maintaining its positioning , as well as to analyze the benefits of Instagram for customers in supporting Kupikudai's positioning as a home-style coffee shop. The first objective is analyzed using Arifin's (2016) communication strategy framework, which consists of four stages, namely recognizing the audience, composing the message, determining the method, and selecting and using media, while the second objective is analyzed using five dimensions of brand positioning according to Susanto and Himawan (2004), namely value, uniqueness, credibility, sustainability, and compatibility. This study employed a descriptive qualitative approach conducted directly at Kupikudai Coffee Shop, West Bogor, over two months (April–May 2026). Data collection techniques included in-depth interviews, non-participant observation of the @kupikudai Instagram account during the April–May 2026 period, and documentation of feed, reels, story, and highlight archives. Research informants included internal parties, namely the owner and social media administrator of Kupikudai involved in planning and implementing the digital communication strategy, as well as several customers to analyze the benefits of Instagram for them in supporting Kupikudai's positioning . The results show, first, that Kupikudai carries out its digital communication strategy in an integrated manner through all four stages: understanding the target audience (young people, university students, and young workers) through Instagram insight data; composing experience-centered messages that emphasize a comfortable and homey image; applying repetition, canalizing, educational, and persuasive methods; and utilizing the feed, reels, stories, and highlights features synergistically, although content management still relies on the creativity of the account managers and has not yet been supported by a structured planning system. Second, the benefits of Instagram for customers in supporting Kupikudai's positioning as a home-style coffee shop were evident across all dimensions of brand positioning , indicating that Instagram functions not merely as a promotional medium but also as a strategic instrument in supporting brand positioning . This study recommends that Kupikudai develop a more structured content planning system and that future research expand the number of informants and combine qualitative and quantitative approaches to measure positioning effectiveness more precisely.

Penelitian ini membahas strategi komunikasi digital Kupikudai melalui akun Instagram dalam mempertahankan positioning sebagai kedai kopi rumahan di tengah persaingan kedai kopi yang semakin kompetitif di Kota Bogor. Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital yang dijalankan Kupikudai melalui Instagram dalam mempertahankan positioning nya, serta menganalisis manfaat Instagram bagi pelanggan dalam mendukung positioning Kupikudai sebagai kedai kopi rumahan. Tujuan pertama dianalisis menggunakan kerangka strategi komunikasi Arifin (2016) yang terdiri atas empat tahapan, yaitu mengenal khalayak, menyusun pesan, menentukan metode, serta seleksi dan penggunaan media, sedangkan tujuan kedua dianalisis menggunakan lima dimensi brand positioning menurut Susanto dan Himawan (2004), yaitu nilai, keunikan, kredibilitas, keberlanjutan, dan kesesuaian. Penelitian ini menggunakan pendekatan kualitatif deskriptif yang dilaksanakan langsung di Kedai Kopi Kupikudai, Bogor Barat, selama dua bulan (April–Mei 2026). Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi non-partisipatif terhadap akun Instagram @kupikudai periode April–Mei 2026, serta dokumentasi berupa arsip feed, reels, story, dan highlight. Informan penelitian melibatkan pihak internal, yaitu pemilik dan admin media sosial Kupikudai yang terlibat dalam perencanaan dan pelaksanaan strategi komunikasi digital, serta beberapa pelanggan untuk menganalisis manfaat Instagram bagi mereka dalam mendukung positioning Kupikudai. Hasil penelitian menunjukkan, pertama, Kupikudai menjalankan strategi komunikasi digital secara terintegrasi melalui keempat tahapan tersebut: memahami khalayak sasaran (anak muda, mahasiswa, dan pekerja muda) melalui data insight Instagram, menyusun pesan yang berpusat pada pengalaman dengan mengedepankan citra nyaman dan homey, menerapkan metode pengulangan, canalizing, edukatif, dan persuasif, serta memanfaatkan fitur feed, reels, stories, dan highlights secara sinergis, meskipun pengelolaan kontennya masih bergantung pada kreativitas pengelola dan belum didukung sistem perencanaan yang terstruktur. Kedua, manfaat Instagram bagi pelanggan dalam mendukung positioning Kupikudai sebagai kedai kopi rumahan terbukti pada seluruh dimensi brand positioning , menunjukkan bahwa Instagram berfungsi bukan sekadar sebagai media promosi, tetapi sebagai instrumen strategis dalam mendukung positioning merek. Penelitian ini menyarankan agar Kupikudai menyusun sistem perencanaan konten yang lebih terstruktur, dan agar penelitian selanjutnya dapat memperluas jumlah informan serta mengombinasikan pendekatan kualitatif dengan kuantitatif untuk mengukur efektivitas positioning secara lebih terukur.