Abstract:
This research is based on communication strategy conducted by Small
Medium Enterprise that using social media Instagram for marketing
promotion on developing the business. This study wanted to know how the
marketing communication strategies that used by Skip Coffe as Small
Medium Enterprise. Skip Coffee is one of successfull small medium
enterprise that can improve their performance (sales, customer, and
income) by using social media instagram eventhough the official account
only has 290 followers. This research method used descriptive qualitative
research method which is intended to explore data and information both
process and mechanism. The data was collected by the researcher through
interviews, observation, and documentation. Result showed that
‘Instagram’ as Social Network Marketing plays an important role to improve
business performance. Researcher found that amount of followers in social
media can’t be the measurement of succesfull SME. Consumer interaction
is prefered over the amount of followers and likes. Long term engagement
between the seller and customers becomes a cruicial thing to sustain the
performance of SME. To build consumer interaction the business account
needs provide interesting visual content to reach the market on social
media Instagram. Based on the analysis conducted can be concluded that
marketing communication strategies in Skip Coffee use promotion mix such
as advertising, sales promotion, personal selling and marketing events.
Marketing communication activities are supported by the company's brand
or principal holder.
