Analisis Komparatif Strategi Content Marketing Instagram Pada Sedya Kopi dengan Estrologi

Instagram has become a primary promotional medium for coffee shops, including in non-urban areas, yet previous studies examine a single account and do not explain why two similar businesses in the same area develop different content marketing strategies. This study aims to analyze and compare the Instagram content marketing strategies of Sedya Kopi and Estrologi in Gubug District, Grobogan Regency, covering audience, visual identity, posting and promotion, interaction, and evaluation. A qualitative descriptive approach with a comparative case study design was used. Data were collected through non-participant observation of both Instagram accounts on 20 September 2026 and semi-structured interviews with the owner of each coffee shop on 26 September 2026. The data were analyzed using the Miles and Huberman interactive model (data reduction, data display, and conclusion drawing) followed by cross-case comparison, and data validity was tested through technique triangulation. The results show that both coffee shops emphasize the atmosphere of the venue and use Instagram Stories for promotion, but differ in audience segmentation, visual identity consistency, customer interaction, and performance evaluation. Estrologi targets young people, students, and freelancers with a consistent warm visual identity, relational interaction through Story reposts, and insight monitoring. Sedya Kopi targets a general audience with a vintage look and no regular evaluation, and shows a gap between the atmosphere focus stated by its owner and a grid dominated by products. Clear segmentation and regular evaluation distinguish the maturity of the two strategies; the findings are limited to two cases and a one-time observation.