STRATEGI PROMOSI BRAND CHOUFFEE KUE SUS KERING DENGAN SUBSTITUSI TEPUNG UMBI GEMBILI MELALUI MEDIA SOSIAL INSTAGRAM

The rapid development of social media has made Instagram an effective platform for building brand awareness and promoting products. CHOUFFEE is an innovative dry choux pastry made with gembili tuber flour substitution and filled with palm sugar milk coffee ganache, using Instagram as its primary promotional medium. This study aims to design a promotional strategy through Instagram and evaluate its effectiveness using the AIDDA theory. The research employed a quantitative descriptive method, with data collected through observation, literature review, documentation, and questionnaires distributed to 33 respondents. The promotional strategy included the development of visual identity, logo and packaging design, color palette, copywriting, content pillars, and a content calendar. The results showed that the strategy achieved Attention of 93.64%, Interest of 92.73%, Desire of 93.18%, Decision of 89.55%, and Action of 90.00%, with an overall average score of 91.82%, categorized as very good. In addition, Instagram Insights recorded 27,087 views, 5.386 reach, and 734 profile visits during the promotional period, indicating increased audience reach and improved brand recognition. Therefore, the Instagram promotional strategy proved effective in building CHOUFFEE’s brand awareness through a consistent visual identity, communicative copywriting, and well-planned content organization.

Perkembangan media sosial menjadikan Instagram sebagai salah satu media yang efektif untuk membangun brand awareness dan mempromosikan produk. CHOUFFEE merupakan inovasi kue sus kering berbahan substitusi tepung umbi gembili dengan isian ganache kopi susu gula aren yang memanfaatkan Instagram sebagai media promosi. Penelitian ini bertujuan merancang strategi promosi melalui Instagram serta mengevaluasi efektivitasnya menggunakan teori AIDDA. Metode yang digunakan adalah deskriptif kuantitatif dengan teknik pengumpulan data berupa observasi, studi pustaka, dokumentasi, dan kuesioner kepada 33 responden. Strategi promosi meliputi perancangan identitas visual, desain logo dan kemasan, palet warna, copywriting, konten pilar, dan konten kalendar. Hasil penelitian menunjukkan nilai Attention 93,64%, Interest 92,73%, Desire 93,18%, Decision 89,55%, dan Action 90,00% dengan rata-rata 91,82% yang termasuk kategori sangat baik. Instagram Insights juga mencatat 27.087 views, 5.386 reach, dan 734 Profile Visits selama periode promosi, yang menunjukkan peningkatan jangkauan dan pengenalan merek. Dengan demikian, strategi promosi melalui Instagram terbukti efektif dalam membangun brand awareness CHOUFFEE melalui identitas visual yang konsisten, copywriting yang komunikatif, dan penyusunan konten yang terencana.