THE USE OF SOCIAL MEDIA ‘INSTAGRAM’ FOR SMALL MEDIUM ENTERPRISE AS A NEW TREND MARKETING STRATEGY CASE STUDY: SKIP COFFEE

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.