ANALISIS ISI PESAN EDUKATIF TENTANG PROSES KOPI PADA AKUN INSTAGRAM @VENSFAMILY

The growth of social media has reshaped how coffee businesses communicate with audiences. Instagram is increasingly used not only for promotion but also as a medium for educating audiences about coffee processes and quality standards. This study aims to analyze the forms of educational message content related to coffee processes on the Instagram account @vensfamily. The research applies a qualitative approach using content analysis, supported by interviews to strengthen the validity of the findings. Data were collected from Instagram content, including visuals, on-screen text, captions, and hashtags, as well as interview results with the account owner. The findings show that @vensfamily’s content functions as an educational medium that delivers technical knowledge about coffee processes. The forms of educational messages are presented through a recurring pattern of concept, parameters or standards, and impact. This pattern appears across three main subcategories: roasting process, quality control, and brewing methods. In addition, technical information is simplified using more familiar terms and supported by visuals, captions, and hashtags to make it easier for audiences to understand. The interview results confirm that the content is intentionally designed as educational content rather than merely promotional material. These findings indicate that Instagram can serve as a digital communication space that builds audience understanding and credibility through process transparency and the simplification of technical knowledge.