Implementasi Strategi Pemasaran Digital untuk Meningkatkan Daya Saing Bisnis pada Kafe Esteko
DOI:
https://doi.org/10.55606/jurimbik.v6i2.2336Keywords:
digital marketing, marketing strategy, social media, AIDA model, business competitivenesAbstract
Digital marketing in this study refers to the utilization of internet-based technology as the primary medium for promoting products and building effective relationships with customers. Marketing strategy includes the planning, implementation, and evaluation of promotional activities to achieve Esteko Café’s business objectives. Social media, particularly Instagram, is used as the main platform to deliver attractive, informative, and interactive promotional content aimed at increasing audience engagement. Business competitiveness is defined as Esteko Café’s ability to maintain its advantages amid the increasingly competitive café industry. Customer engagement serves as an indicator of digital marketing success through interactions such as likes, comments, shares, and follower growth. The AIDA model is used to analyze the effectiveness of marketing communication in attracting attention, generating interest, creating desire, and encouraging purchasing actions. In addition, content marketing through relevant and consistent content strengthens customer loyalty and brand image, while supporting the sustainable improvement of business competitiveness in the digital era.References
Aris, Valentino. 2016. “Pengaruh Persepsi Kegunaan Dan Ketersediaan Teknologi Informasi Terhadap Penerimaan Penggunaan Internet Pada Stisip Veteran Palopo.” Jurnal Manajemen STIE Muhammadiyah Palopo 2(1):51–62. doi: 10.35906/jm001.v2i1.162.
Aris, Valentino, Syamsu Alam, Muhammad Ashdaq, Muhammad Taufik, and Muh. Jamil. 2023. “Pelatihan Perancangan Website Profil Kelurahan Bontonompo.” ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains Dan Teknologi 2(3):393–99. doi: 10.55123/abdikan.v2i3.2300.
Artana, I. Gede Edy, and Evi Triandini. 2024. “Transformasi Digital Marketing Bisnis Cafe Melalui Pemanfaatan Strategi Social Media Marketing: Tinjauan Systematic Literature Review.” Jurnal Eksplora Informatika 12(2):164–72. doi: 10.30864/eksplora.v12i2.1051.
Ashdaq, Muhammad, Syamsu Alam, Valentino Aris, and Nur Fitriayu Mandasari. 2023. “The Impact of Marketing through Social Media on Brand Attitudes: A Study of Cosmetics Products in Female Generation Z.” Journal of Economics, Finance and Management Studies 06(08):3702–9. doi: 10.47191/jefms/v6-i8-19.
Ashdaq, Muhammad, Valentino Aris, Muhammad Taufik, Nur Fitriayu Mandasari, and Fakultas Ekonomi Bisnis. 2023. “Peran Kualitas Pelayanan Berbasis Digital Dalam Mendukung Kepercayaan Penumpang Maskapai Berbiaya Rendah Masa Kenormalan Baru Di Indonesia.” Jurnal Bisnis, Manajemen, Dan Informatika 19(3):176. doi: 10.26487/jbmi.v19i3.24209.
Aulia, M., & Idris, M. 2024. “Optimalisasi Strategi Digital Berbasis Data Dalam Loyalitas Pelanggan. Bisnis Cerdas.”
Balqis, Andi, Mutiara Asizah, Valentino Aris, Muhammad Taufik, Andi Ruslan, Sri Asmirani, Program Studi, Bisnis Digital, Fakultas Ekonomi, Universitas Negeri Makassar, and Sulawesi Selatan. 2025. “Pelatihan Dan Pendampingan Pemasaran Digital Pada UMKM Moodena , Yang Memenuhi Kriteria Tertentu Untuk Kategori Mikro , Kecil Dan Me.” 9(1):59–71.
Dave, Fiona Chaffey, and Ellis-Chadwick. 2022. Digital Marketing: Strategy, Implementation and Practice. Boston: Pearson. Vol. 11.
Faiha, Andi, Alya Fajar, Valentino Aris, Fadil Muhammad, Selly Kudrati Ningsih, Husni Mubarak, Airul Syarif, Fakultas Ekonomi, and Dan Bisnis. 2025. “Peningkatan Kompetensi Pemasaran Digital Pada UMKM Brochiick Melalui Program Pelatihan Dan Pendampingan.” Jurnal Abdimas Ekonomi Dan Bisnis 5(2):163–73.
International, Euromonitor. 2023. “Cafés and Bars in Indonesia: Industry Report.” Retrieved (https://www.euromonitor.com/?utm_source=chatgpt.com).
Kotler, P., & Keller, K. L. 2016. “Marketing Management.” 15th Ed.:1–8.
Muhammad Ashdaq, Syamsu Alam, Valentino Aris, and Nur Fitriayu Mandasari. 2023. “Dampak Pemasaran Melalui Media Sosial Pada Sikap Terhadap Merek : Studi Produk Kosmetik Pada Generasi Z Di Kota Makassar.” Seminar Nasional Dies Natalis 62 1:309–17. doi: 10.59562/semnasdies.v1i1.887.
Nurhidayat, A., & Rakhmawati, Y. 2022. Strategi Pemasaran Digital Dalam Meningkatkan Daya Saing Usaha Kafe: Studi Kasus Pada Kafe Di Surabaya. Vol. 5 (1).
Pulizzi, J. 2014. Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education.
Putri, Osalina Berlian, and Soraya Asnusa. 2025. “Peran Kualitas Konten Dalam Strategi Content Marketing Untuk Meraih Engagement Tinggi Di Instagram Dan TikTok Honda Pramuka.” Soraya Asnusa INNOVATIVE: Journal Of Social Science Research 5(1):5430–41.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
