Analisis Strategi Bauran Pemasaran dan Pemanfaatan Instagram sebagai Media Komunikasi Pemasaran Online untuk Branding Usaha Wedang Coffee Sidikalang

Abstract

The development of the culinary industry remains a compelling topic for research. The highly competitive business environment today demands that business players understand the existing competition and develop appropriate marketing strategies to brand their businesses and remain sustainable in their markets. To achieve branding goals, a thorough analysis of the marketing mix strategy is essential. Alongside finding the right marketing mix strategy, it is also necessary to consider the influence of the current digital era on various marketing aspects. This research aims to explore ways to overcome the challenges faced by Wedang Coffee Sidikalang in implementing their online marketing strategies. With a comprehensive and integrated approach, it is hoped that Wedang Coffee Sidikalang can achieve their branding goals and contribute to the local economic growth in Dairi Regency. This study employs a qualitative research method with a descriptive approach. The data sources include both primary and secondary data. Several data collection stages were conducted, including a series of observations, interviews, documentation, and triangulation. The technique for determining informants in this research is snowball sampling, which starts with a small number of informants and gradually increases. Data analysis follows the Miles and Huberman model, which includes data collection, data reduction, data display, and conclusion drawing. The results of this study indicate that Wedang Coffee Sidikalang has successfully developed an effective marketing approach. Wedang Coffee creates a positive experience for customers, expands its market share, and establishes itself as a significant player in the local coffee industry. The utilization of Instagram as an online marketing communication media by Wedang Coffee has been effective in building brand awareness and recognition, but further efforts are needed to strengthen the brand's position in the minds of consumers.