STRATEGI PEMASARAN DIGITAL WARUNG MAKARI UNTUK MENINGKATKAN JUMLAH PEMBELI MELALUI MEDIA SOSIAL INSTAGRAM

Abstract

This study aims to analyze the digital marketing strategies implemented by Warung Makari in increasing the number of customers through Instagram by examining Warung Makari's digital marketing strategy using the Integrated Marketing Communication (IMC) approach from Don Schultz's perspective, as well as identifying the obstacles and efforts undertaken to increase customer acquisition. Data collection techniques were carried out through observation and interviews with informants directly involved in Warung Makari’s marketing management. The strategies reviewed include advertising, sales promotion, personal selling, direct marketing, public relations, event & experience, word of mouth, sponsorship, marketing public relations, and packaging. The results of the study indicate that Warung Makari has implemented an integrated digital marketing strategy through various channels, with a primary focus on Instagram. Efforts such as the use of paid advertising, collaborations with influencers, storytelling, and active customer engagement have proven effective in strengthening consumer relationships and expanding market reach. However, several obstacles were identified, such as limited human resources, suboptimal promotional and direct marketing programs, and constraints in organizing offline events. Warung Makari has also undertaken several improvement strategies to address these challenges, including optimizing social media content, conducting regular promotions, and planning to add human resources for digital marketing management.