Pemanfaatan Media Sosial Instagram Sebagai Media Promosi pada Volks Waffle Streatery

This research is motivated by the increasing use of social media as a means of digital promotion, particularly Instagram, which offers various features to reach audiences. The purpose of this study is to analyze the marketing communication strategy of Volks Waffle Streatery through Instagram by referring to the AISAS model (Attention, Interest, Search, Action, Share). This research employs a qualitative method with a case study approach, utilizing in-depth interviews, observation, and documentation, which were then analyzed thematically. The findings show that Volks Waffle Streatery has utilized various Instagram features such as feed, reels, stories, captions, hashtags, and reposted user-generated content to build brand image and attract audience attention. Collaborations with influencers and the use of special occasions also contribute to increasing brand awareness. However, the promotional strategy has not been fully optimized, as there are weaknesses in the Attention stage due to inconsistent posting, in the Interest and Search stages for not maximizing interactive features such as comments, polls, and Q&A, as well as in the Action stage where the Call to Action remains inconsistent and unclear, even though an order link through WhatsApp Business is provided. Therefore, the implementation of the AISAS model by Volks Waffle Streatery has not yet been fully optimal and needs to be strengthened so that the promotional strategy through Instagram can be more effective in reaching and engaging the audience comprehensively.