Appetizing Digital Strategies: Optimizing Social Media Marketing to Enhance Brand Awareness of Café Klambir Kupi

This study examines the role of social media marketing, particularly through Instagram, in enhancing brand awareness of Café Klambir Kupi in Medan City. The background of this research is grounded in the rapid growth of the culinary industry, especially cafés, which has intensified competition and necessitated effective and efficient marketing strategies. Instagram was selected as the primary platform due to its widespread use among younger audiences, who represent the main target market of the café. A descriptive qualitative approach was employed, with data collected through questionnaires, interviews, and observations. The study involved 50 respondents consisting of the owner, employees, and customers of Café Klambir Kupi. The data were analyzed to describe how Instagram is utilized, the extent of its contribution to brand awareness, and the challenges encountered in implementing digital marketing strategies. The findings indicate that Instagram plays a significant role in enhancing brand awareness of Café Klambir Kupi, particularly in terms of brand recognition and brand recall. However, the café has not yet achieved a top-of-mind position among consumers due to inconsistent posting, limited variation in promotional content, and minimal interaction with customers. These limitations reduce the overall effectiveness of Instagram as a marketing tool. The implications of this study highlight that the success of social media marketing is strongly influenced by consistency, content creativity, and active engagement with the audience. The results are expected to provide practical insights for Café Klambir Kupi in improving its digital marketing strategy, as well as serve as a reference for future studies exploring additional variables such as customer loyalty and customer engagement