FARADIBA, FIRDA (2019) DESAIN MEDIA PROMOSI INSTAGRAM KOLARY COFFEE & KITCHEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In this digital era social media isn’t strange thing for people. The most loveable social media is Instagram. These days Instagram used has eveloped, Instagram is not just a place to upload photos and videos anymore but it has become a place for promote business and products. So many known brands and local business take the advantage of these opportunities to promote their products through Instagram. In the making of promotional design through Instagram, writer collaborate with one of café named Kolary Coffee & Kitchen. Kolary Coffee & Kitchen is a café located in West Jakarta, this café has run for 2 years. With creation of this promotional design through Instagram then it is hoped that people will be more familiar with the products and Kolary Coffee & Kitchen itself. This promotional design focused on digital marketing strategy and food photography. Digital marketing strategy that used is dividing the posts into two category, that’s it informational post and entertainment post, then the posts will be posted once a day. While food photography is used to display the products from Kolary Coffee & Kitchen. Food photography also help Kolary Coffee & Kitchen showing their positive image for their products and for Kolary Coffee & Kitchen itself. With this promotional design hopefully people will be more knowledgeable about Kolary Coffee & Kitchen and their products, and also hopefully the visitor of Kolary Coffee & Kitchen will increase. Key Word: promotional media, café, sosial media, Instagram, digital marketing, food photography Di era digital ini sosial media bukanlah hal yang asing bagi masyarakat. Sosial media yang banyak digemari adalah Instagram. Saat ini penggunaan Instagram juga sudah berkembang, Instagram bukan hanya tempat untuk mengupload foto dan video lagi tapi sudah menjadi tempat untuk mempromosikan suatu usaha dan produk. Banyak brand-brand terkenal dan UKM lokal juga memanfaatkan peluang tersebut untuk mempromosikan produk mereka melalui Instagram. Dalam pembuatan desain media promosi melalui Instagram ini penulis bekerja sama dengan salah satu café yang bernama Kolary Coffee & Kitchen. Kolary Coffee & Kitchen merupakan café yang berada di kawasan Jakarta Barat, café tersebut sudah berdiri selama 2 tahun. Dengan dibuatnya desain media promosi melalui Instagram ini maka diharapakan masyarakat jadi lebih mengenal produk dan Kolary Coffee & Kitchen itu sendiri. Pada desain media promosi ini lebih memfokuskan kepada strategi digital marketing dan food photography. Strategi digital marketing yang digunakan adalah membagi postingan ke dalam dua kategori, yaitu postingan yang bersifat informasi dan postingan yang bersifat hiburan, kemudian postingan tersebut akan di post satu kali perharinya. Sementara food photography digunakan untuk menampilkan produk dari Kolary Coffee & Kitchen. Penggunaan food photography diharapkan agar membuat orang-orang penasaran dan lebih tertarik untu membeli produk dari Kolary Coffee & Kitchen. Food photography juga membantu Kolary Coffee & Kitchen menampilkan citra positif bagi produknya dan bagi Kolary Coffee & Kitchen sendiri. Dengan adanya media promosi melalui Instagram ini diharapkan masyarakat jadi lebih mengetahui tentang produk dan juga Kolary Coffee & Kitchen, dan juga diharapkan pengunjung dari Kolary Coffee & Kitchen menjadi bertambah. Kata Kunci: media promosi, café, sosial media, Instagram, digital marketing, food photography
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