STRATEGI PEMASARAN BRAND COCOROLL: ROLL CAKE SUBSTITUSI TEPUNG KELAPA BERKONSEP DECONSTRUCTED ES DOGER MELALUI MEDIA SOSIAL INSTAGRAM

ABSTRACT
Cocoroll is an innovative roll cake product featuring a deconstructed es doger concept that utilizes coconut flour as a substitute to enhance nutritional value. This final project aims to optimize digital marketing strategies, strengthen brand awareness, and analyze Instagram Insights data to inform the development of more effective marketing strategies. A qualitative approach was employed, utilizing observation, literature review, documentation, and interviews. The marketing strategy was designed based on the AIDA model (Attention, Interest, Desire, Action), supported by structured content pillars and a content calendar on Instagram. Instagram was selected due to its effectiveness in reaching an audience aged 17–35. The implemented content pillars, comprising promotion, education, entertainment, and persuasive content, proved successful in boosting engagement on the @cocoroll.cake account, capturing audience attention, generating interest, fostering a desire to try the product, and ultimately driving purchasing decisions. Analysis of Instagram Insights also revealed increased reach and engagement with interactive content, demonstrating that the designed strategy can serve as a reference for digital marketing development within the culinary business.

ABSTRAK
Cocoroll merupakan produk inovatif berupa roll cake dengan konsep deconstructed es doger yang menggunakan substitusi tepung kelapa untuk meningkatkan nilai gizi. Tugas akhir ini bertujuan untuk mengoptimalkan strategi pemasaran digital, memperkuat brand awareness, serta menganalisis hasil Instagram Insights sebagai dasar penyusunan strategi pemasaran yang lebih efektif. Metode yang digunakan adalah pendekatan kualitatif melalui observasi, studi pustaka, dokumentasi dan wawancara. Strategi pemasaran dirancang berdasarkan model AIDA (Attention, Interest, Desire, Action) yang didukung oleh Content Pillar dan Content Calendar secara terstruktur di media sosial Instagram. Platform Instagram dipilih karena efektif menjangkau audiens berusia 17–35 tahun. Penerapan content pillar, yaitu promosi, edukasi, hiburan, dan convincing content, terbukti meningkatkan interaksi pada akun @cocoroll.cake, menarik perhatian audiens, membangun minat, menumbuhkan keinginan untuk mencoba, hingga mendorong keputusan pembelian. Analisis Instagram Insights juga menunjukkan peningkatan reach dan engagement pada konten interaktif, sehingga strategi yang dirancang dapat dijadikan acuan dalam pengembangan pemasaran digital bagi pelaku usaha kuliner.