Snack Product Promotion Content on Instagram
Anne R., Yusuf H., Aning S., Zulfebriges, M. Rochim

Universitas Islam Bandung

Abstract

One of the community of business actors who are trying to survive in the conditions of the Covid 19 pandemic, namely MSME DAK 2020 which is located in Bandung Regency. These MSME actors promote culinary products in the form of snacks through Instagram. This article is the result of research on Product Promotion Content on Instagram. The purpose of the study was to analyze the form of product sales promotion, types of product information, and inhibiting factors in product promotion and efforts to overcome them. The research method used is a case study. Data collection techniques in the form of literature study, in-depth interviews, and observation. The research informants are six business actors who are members of the DAK 2020 MSME business community. The results of this study found sales promotions in the form of discounts, free shipping, and giving bonuses to consumers who buy products in a certain amount, the types of product information in the form of education, entertainment, and reviews from consumers. The inhibiting factor in product promotion is that business actors lack knowledge in managing Instagram, and efforts to overcome this are by increasing the activity of business actors in participating in training on the use of Instagram as a product promotion media.

Keywords: Promotional content, culinary products, MSME business actors, Instagram, pandemic Covid 19

Topic: New Media: Impacts, Benefits, and Barriers