Analisis Konten Instagram Kuala Seafood Lampuuk Aceh Besar Dalam Promosi Usaha Kuliner
DOI:
https://doi.org/10.22373/jodicom.v1i3.369Keywords:
content analysis, , digital marketing, Kuala Seafood Lampuuk, promotion, instagramAbstract
The development of information and communication technology has driven changes in marketing strategies from conventional methods toward digital marketing that utilizes various digital media platforms. Kuala Seafood Crab & Fish, a culinary business located in Lampuuk, utilizes social media, particularly Instagram. This study aims to analyze the digital marketing strategy implemented by Kuala Seafood Crab & Fish using the SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control) and to analyze consumer responses based on the AISAS model (Attention, Interest, Search, Action, and Share). This study employs a descriptive qualitative approach using content analysis. Data were collected through non-participant observation and documentation of Kuala Seafood's Instagram content uploaded from March 2025 to June 2026. The analysis focused on content types, marketing messages, visual elements, and audience interactions. The findings show that Kuala Seafood implements its digital marketing strategy through Instagram by promoting food menus, interacting with followers, sharing customer testimonials, and featuring food vlogger reviews. These strategies contribute to increasing brand awareness, strengthening consumer trust in Kuala Seafood, and generating consumer interest in its products.
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