Analysis of marketing communication strategies maintaining brand image (Study on Instagram @lestaricorner.coffee)

Abstract

Internet media has the potential for media growth that will continue to develop in the long term because it has advantages in terms of time, cost and effectiveness. According to DataIndonesia.Id, through the We Are Social report, the number of active social media users in Indonesia will be 167 million in January 2023, which is equivalent to 60.4% of the total population of Indonesia. This has a big influence on the business activities carried out by a company in marketing products. The communication strategy planned by a company can be easily channeled to consumers via internet social media.

Lestari Corner Coffee under the auspices of PT. Arta Lestari is a business that operates in the world of FnB (Food and Beverage) utilizing internet social media, especially tending to Instagram social media. Through the features provided by the Instagram application itself, they develop ideas to attract consumers and interact with each other. The features provided by Instagram are also varied, such as feeds, reels, stories, direct messages, tag in, location, hashtags, mentions, comments, likes, explore, and even special buying and selling features.

Lestari Corner Coffee develops a communication strategy by relying on SWOT analysis (Strengths, Weakness, Opportunities, and Threats) in maintaining its brand image. Then, after going through these stages, they will evaluate the results they have obtained.