Optimalisasi Digital Marketing Berbasis Media Sosial pada UMKM Kedai Kopi Seni Bersua Bogor

Agung Darmawan; Yulianingsih Yulianingsih

doi:10.37481/sjr.v9i4.1503

Authors

Agung Darmawan Universitas Djuanda
Yulianingsih Yulianingsih Universitas Djuanda

DOI:

https://doi.org/10.37481/sjr.v9i4.1503

Keywords:

Digital Marketing, Instagram, MSMEs, Social Media, Customer Engagement

Abstract

Micro, small, and medium enterprises (MSMEs) frequently encounter challenges in maximizing social media as a digital marketing channel due to inconsistent content management, limited customer engagement, and low online visibility. These conditions were also identified at Kedai Kopi Seni Bersua, Bogor, where promotional activities had not yet been supported by a structured digital marketing strategy. This community service project aimed to strengthen the enterprise's digital marketing capacity through the optimization of Instagram-based promotional activities. A qualitative descriptive approach was employed using observation, interviews, group discussions, and participatory mentoring. The program focused on developing a content calendar, establishing standard operating procedures for customer responses, improving storytelling and educational content, utilizing interactive Instagram features, producing ambience videos, introducing digital promotional codes, and implementing personalized marketing through WhatsApp Business. The mentoring process improved the consistency of promotional content, encouraged more active customer interaction, strengthened brand visibility, and provided practical digital marketing guidelines that can be implemented sustainably by the business. These findings indicate that structured social media management can support the development of MSMEs by enhancing customer engagement and strengthening their competitiveness in the digital marketplace.

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