ANALISIS STRATEGI PROMOSI SOSIAL MEDIA MENGGUNAKAN METODE 4P DAN PERANCANGAN KONTEN SOSIAL MEDIA DENGAN MODEL AIDA DI KAFE X

Abstract

          Kafe X, a micro, small, and medium enterprise (MSME) in the Food & Beverage sector located in Bali, has experienced a decline in online sales due to the lack of a targeted digital Promotion strategy. Alongside the growing use of Social Media and e-commerce platforms, opportunities to reach consumers through digital channels have significantly increased. This study aims to analyze Social Media Promotion strategies using the 4P framework (Product, Price, Place, Promotion) and to design Promotional content for Instagram based on the AIDA model (Attention, Interest, Desire, Action) to enhance digital marketing effectiveness. The proposed Promotional strategies were developed based on the 4P analysis and implemented through Instagram content guided by the AIDA approach. These contents were uploaded consistently over a five-month period and evaluated in terms of audience engagement and sales performance. Instagram was selected as the primary Promotional platform due to its superior performance compared to Tiktok and Facebook. The results of the study indicate a 41.6% increase in transactions and a 47.5% increase in revenue through the Gofood platform following the implementation of the Promotional strategy. Moreover, the majority of consumers reported that Instagram content influenced their purchasing decisions. Therefore, the integration of the 4P method and AIDA model has been proven effective in enhancing brand visibility and online sales for MSMEs such as Kafe X

Kafe X, merupakan UMKM di bidang Food & Beverage yang berlokasi di Bali, mengalami penurunan penjualan online akibat kurangnya strategi promosi digital yang terarah. Seiring dengan meningkatnya penggunaan media sosial dan platform e-commerce, peluang untuk menjangkau konsumen secara digital semakin besar. Penelitian ini bertujuan untuk menganalisis strategi promosi media sosial menggunakan metode 4P (Product, Price, Place, Promotion) dan merancang konten promosi Instagram menggunakan model AIDA (Attention, Interest, Desire, Action) guna meningkatkan efektivitas pemasaran digital.Metode penelitian yang membuat strategi promosi disusun berdasarkan hasil analisis metode 4P dan diterapkan melalui konten media sosial Instagram menggunakan pendekatan AIDA. Konten-konten ini diunggah secara konsisten selama lima bulan dan dievaluasi dari sisi peningkatan keterlibatan audiens dan performa penjualan. Platform Instagram dipilih sebagai media utama promosi karena menunjukkan performa paling tinggi dibanding Tiktok dan Facebook.Hasil penelitian menunjukkan adanya peningkatan transaksi sebesar 41,6% dan peningkatan pendapatan sebesar 47,5% melalui platform Gofood setelah penerapan strategi promosi. Selain itu, mayoritas konsumen menyatakan bahwa konten Instagram memengaruhi keputusan pembelian mereka. Dengan demikian, penerapan metode 4P yang dipadukan dengan model AIDA terbukti efektif dalam meningkatkan visibilitas merek dan penjualan online pada UMKM seperti Kafe X