Implementasi Strategi Digital Marketing melalui Instagram pada UMKM Seruit Bu Nevi Kota Bandar Lampung
DOI:
https://doi.org/10.31949/jb.v7i2.17485Abstract
Sambal Seruit Lampung Bu Nevi merupakan UMKM kuliner rumahan yang memiliki produk khas Lampung, namun promosi digital belum dikelola secara konsisten (akun Instagram tidak aktif, konten produk minim, CTA pemesanan belum jelas, dan identitas merek belum seragam). Pengabdian ini bertujuan meningkatkan visibilitas, membangun identitas merek, serta mendorong interaksi dan potensi penjualan melalui kampanye digital berbasis Instagram. Metode yang digunakan ialah pendampingan dan observasi partisipatif dengan tahapan: observasi–identifikasi masalah–perumusan strategi konten–implementasi unggahan (video review/POV, poster menu & harga, promo paket hemat, QR WhatsApp dan Google Maps, hashtag serta geotag lokal)–evaluasi menggunakan Instagram Insights. Hasil menunjukkan konten video menghasilkan performa lebih baik dibanding poster statis. Konten video profil memperoleh reach 625 dan impression 1.010 dengan engagement rate 22,24% serta shares tertinggi (51), menandakan daya sebar organik kuat. Konten poster berfungsi terutama sebagai penguat informasi (menu, harga, lokasi, cara pesan) dan membantu keputusan setelah audiens terpapar video. Secara keseluruhan, kampanye digital mampu meningkatkan awareness dan membuat UMKM lebih mudah ditemukan secara daring melalui Instagram dan optimalisasi Google Maps.
Keywords:
kampanye digital, UMKM, instagram, awareness, konten videoDownloads
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Copyright (c) 2026 Sony Tian Dhora, Dian Resha Agustina, Vonny Tiara Narundana, Selfia Alke Mega, Aryanah, Ayu Fitriani, Rintan Destiani, Via Olivia, Weni Listia
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