PERANCANGAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI PRODUK NUGGET VEGETARIAN DAGING ANALOG “NUGGETUL”

ABSTRACT
The development of this product is motivated by the increasing public awareness of healthy
eating patterns, sustainable food consumption, and the need for environmentally friendly
food alternatives. This study aims to design a branding strategy through Instagram social
media to increase the appeal and sales of Nuggetul products, namely vegetarian nuggets
based on analog meat and lentils. This study uses a qualitative descriptive method. Data
collection techniques were carried out through direct observation, literature studies, and
online questionnaires distributed to 71 respondents. Data analysis was carried out by data
collection, data reduction, data presentation, and drawing conclusions to determine
preferences, purchasing interests, and consumer perceptions of packaging design, social
media content, and brand image. The results showed that the majority of respondents liked
nuggets, actively used Instagram, and were very interested in educational content such as
nutritional information and customer testimonials. Nuggetul's visual design and Instagram
content received very good ratings and encouraged purchasing interest. In conclusion,
visual-based branding strategies and digital education are very effective in improving the
image and competitiveness of products in the healthy food market.
Keywords: Branding, Instagram, Vegetarian Nuggets, Analog Meat, Promotion Strategy

ABSTRAK
Pengembangan produk ini dilatarbelakangi oleh meningkatnya kesadaran masyarakat
terhadap pola makan sehat, konsumsi makanan berkelanjutan, serta kebutuhan akan
alternatif pangan yang ramah lingkungan. Penelitian ini bertujuan untuk merancang
strategi branding melalui media sosial Instagram guna meningkatkan daya tarik dan
penjualan produk Nuggetul, yaitu nugget vegetarian berbasis daging analog dan kacang
lentil. Penelitian ini menggunakan metode deskriptif kualitatif. Teknik pengumpulan data
dilakukan melalui observasi langsung, studi pustaka, dan kuesioner daring yang
disebarkan kepada 71 responden. Analisis data dilakukan dengan pengumpulan data,
reduksi data, penyajian data, dan penarikan kesimpulan untuk mengetahui preferensi,
minat beli, serta persepsi konsumen terhadap desain kemasan, konten media sosial, dan
citra merek. Hasil penelitian menunjukkan bahwa mayoritas responden menyukai nugget,
aktif menggunakan Instagram, dan sangat tertarik pada konten edukatif seperti informasi
gizi dan testimoni pelanggan. Desain visual serta konten Instagram Nuggetul mendapat
penilaian sangat baik dan mendorong minat beli. Kesimpulannya, strategi branding
berbasis visual dan edukasi digital sangat efektif untuk meningkatkan citra dan daya saing
produk di pasar makanan sehat.
Kata kunci: Branding, Instagram, Nugget Vegetarian, Daging Analog, Strategi
Promosi