PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND IMAGE (STUDI PADA @JEDACAFE.ID)

The presence of cafés has significantly influenced people's lifestyles. Today, cafés are no longer merely places to hang out or enjoy food and beverages; they also function as venues for meetings, business discussions, and social gatherings with friends and family. The rapid growth of cafés in Malang City has made it difficult to determine the exact number of cafés currently operating. Almost every week, or even every day, new cafés are officially opened, offering a wide range of concepts, from vintage and classic to industrial themes.

Jedacafe.id is one of the coffee shops in Malang City that utilizes Instagram as a social media platform to introduce and market its products to consumers. This study aims to describe the marketing communication strategy implemented through Instagram in building the brand image of Jedacafe.id.

This study applies the Integrated Marketing Communication (IMC) framework as well as brand identity components to examine how Jedacafe.id develops and strengthens its brand image.

The research employs a qualitative descriptive approach using the case study method. Research informants were selected through purposive sampling. Data were collected through interviews and documentation.

The findings reveal that Jedacafe.id implements various marketing communication strategies, including advertising through influencers, sales promotion by offering discounts, organizing events, conducting public relations activities through regular community programs and collaborations with universities, and online marketing through the Instagram social media platform. These strategies contribute to establishing and enhancing the brand image of Jedacafe.id.