STRATEGI KOMUNIKASI PEMASARAN DIGITAL LOWKY KAFE DALAM MENINGKATKAN ENGAGEMENT PADA SOSIAL MEDIA INSTAGRAM

Abstract

The development of social media has transformed the way businesses
communicate with their consumers, particularly in the food and beverage industry.
Instagram has become one of the primary platforms for digital communication. This
study aims to analyze the digital communication strategy implemented by lowky in
increasing audience engagement through Instagram. This research employed a
descriptive qualitative approach. Data were collected through in-depth interviews,
observation, and documentation. The research informants consisted of the Social
Media Admin as the key informant, the Head Bar, the Head Kitchen, and customers
as supporting informants. The findings indicate that lowky implements its digital
communication strategy through structured content planning, audience-oriented
message development, and the utilization of Instagram features such as reels,
stories, feeds, and highlights. The uniqueness of lowky’s digital communication
strategy lies in its storytelling approach through the Si Manis Americano content
series, which combines cinematic storytelling with soft-selling techniques closely
related to everyday life. This strategy successfully increased audience engagement
through likes, comments, shares, saves, and contributed to higher customer visits
as well as collaboration opportunities with influencers and other partners. The study
concludes that storytelling serves as an effective digital communication strategy in
strengthening audience engagement through Instagram.