Penggunaan Sosial Media Sebagai Konten Marketing Dalam Strategi Pemasaran Di Glasmacher Coffee

Abstract: Initial phenomena show that Glasmacher Coffee utilizes the official Instagram account @glasmacher.coffee as a promotional medium through uploading photos, videos, reels, and stories to increase brand awareness and attract new consumers. Objectives: This study aims to analyze the use of Instagram as marketing content in Glasmacher Coffee's marketing strategy. The background to this research is based on the increasing use of social media in Indonesia, particularly Instagram, which has become a primary tool for marketing products and services, including the coffee shop industry. Methodology: The research method used was descriptive qualitative, with data collection techniques including in-depth interviews, direct observation, open-ended questionnaires, and documentation. Data were analyzed using the Miles and Huberman interactive analysis model, which includes data reduction, data presentation, and conclusion drawing. Research Results: The results of the study indicate that Glasmacher Coffee's Instagram marketing strategy focuses on creating aesthetic and relevant visual content for its target audience of young people. Utilizing Instagram features such as feeds, reels, and stories has proven effective in increasing consumer interaction. However, this study also found obstacles such as limited human resources, changes in the Instagram algorithm, and consistency in content management. The conclusion of this study is that using Instagram as a content marketing medium can increase brand awareness and build engagement with consumers, although more consistent content management and strategies that are adaptive to changing digital trends are still needed.