Volume 12 June No. 1 2019
EFFECTIVE PROMOTION STRATEGIES OF JAVAFOODIE IN ATTRACTING INSTAGRAM AUDIENCE
Raniah Destriyani, Siti Fatonah, Isbandi Sutrisno Department of Communication Science Faculty of Social and Political Science, UPN “Veteran” Yogyakarta [email protected]
Abstract Nowadays social media is very much used by business people in doing business by doing promotions. Instagram is considered as social media that has high potential in offering an item or service. The advantage of promotion through Instagram is that the available range is very wide and unlimited because it uses online facilities. This study examines effective promotion strategies through Instagram social media in attracting audiences that are done by Javafoodie. This study aims to analyze effective promotion strategies by Javafoodie as foodstagram to attract khalayk Instagram. This type of research is descriptive qualitative based on New Media theory. Informants are Javafoodie owners, JavaFood managers and 3 consumers from Javafoodie. Data collection techniques in this study were interviews, observation and documentation. The author conducted a cross check with the informants namely the owner, manager and 3 audiences. In this study, the promotion strategy carried out by Javafoodie has 3 elements, namely information, communication and persuasion. To attract audiences or clients, Javafoodie is good at serving audiences such as replying to messages from audiences quickly, giving rewards and giveaway to clients and audiences to increase cooperation and loyalty. The researcher also found online marketing communication with the use of features (stories, photo uploads, captions, mentions, hastags, geotagging) and visual displays that could attract the attention of the audience. Javafoodie on social media is not only to provide promotional information solely, but also to tell what is given and what is sold. Promotions through Instagram social media are considered effective by Javafoodie as a promotional service for culinary products. Keywords: promotion, Instagram, social media, new media
INTRODUCTION communicate something, promote, and sell Along with the development of goods and services through the internet. increasingly sophisticated technology, E-commerce is a sales system that currently the use of the internet is no developed after the Internet was stranger to marketing a product. An effort discovered. This marketing or sales system made to do marketing of products or can reach the entire world at the same time services using internet media can also be without having to set up a branch office in called emarketing. E-marketing is the all countries. Besides that, it can also be marketing side of e-commerce, which done 24 hours without stopping. Only consists of the work of a company to through computer units connected to the The Indonesian Journal of Communication Studies| 28
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Internet can companies market their promotion that is widely used by products. (Arifin, 2003: 101). companies in introducing their products. Marketing with promotional There are various kinds of alternative strategies through the internet, especially advertising media that can be used by with social media (social networking) can companies to promote their products, increase sales widely and does not require including newspapers, radio, magazines, expensive marketing costs. Consumers television, and others. To achieve the will also find it easier to find information expected goals of a promotion, the about the products they want to buy company must be able to create because they don't need to be face-to-face. advertisements that can provide product Promotion strategy is the initial information effectively form in the framework of introducing One effective product promotion products to consumers and this can be very strategy is to use social media. Through important because it deals with various social media like Facebook, Instagram and benefits that can be obtained by a Twitter, we can carry out promotional company. Promotion strategies will be strategies by introducing brands and useful with maximum and optimal if products to social media users. Social supported by structured, precise and good media began to take shape in 1978, the planning. emergence of social media began with the Promotion is one of the discovery of a bulletin board system by determining factors in the success of a Ward Christensen and Randy Suess, who marketing program, because promotion is can connect people from all parts of the essentially a form of marketing world, download information, allow us to communication. Marketing upload, communicate with electronic mail communication is a marketing activity that the internet connection is still connected to attempts to disseminate information, a telephone line with a modem. The first influence or persuade, and remind the development of social media was carried target market of the company and its out by sending the first electronic mail by products to be willing to accept, buy and researchers ARPA (Advanced Research be loyal to the products offered by the Project Agency) in 1971. company concerned (Tjiptono, 2001: 219). Social media in general can be Among the various marketing interpreted as a site that provides a place mixes that exist, advertising is one form of for users to interact with each other online. The Indonesian Journal of Communication Studies| 29
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In this day and age social media has and having lots of Instagram followers become a basic necessity for some people. makes it easy for consumers to see Currently social media networks have products that are sold and can immediately many types. Indonesians are one of the comment below the photos that are in biggest users in the world. On some social demand. media Indonesia ranks highest in the list of A new phenomenon in the the most active social media users in the promotion of culinary products in world. Along with the development of Yogyakarta via Instagram is foodstagram. technology, business people began to Foodstagram is a nickname for culinary switch to marketing their products from tourism activities which then upload using conventional media, to using new photos of culinary products they have tried media. Social media is a new medium that to their Instagram account. Javafoodie is is currently being heavily used by business one of the foodstagrams that currently uses people, one of which is social media Instagram and uses storytelling programs Instagram. which are currently popular as promotional Instagram social media basically, media. As a foodstagram, Javafoodie is offers media in interacting and socializing able to gain high popularity because of the with other people, using the internet. contribution of Instagram social media Almost every day there are millions of features. Instagram allows users to take photos and videos uploaded on Instagram. photos that are initially mediocre, then Instagram's main use is as a place to change to look amazing with the use of upload and share photos to other users. available features. There is no limit and privacy in Instagram, This activity and photos of food in whatever we share and share with others Yogyakarta were originally just a hobby. we can see. Photos that you want to upload The intention is to increase public can be obtained through the iDevice awareness so that people know the camera or photos in the photo album on restaurants in Yogyakarta and the types of the iDevice. Success has become a popular food provided. The benefits of doing application for many users, Instagram business with culinary promotional being a social media that has many advertisements via Instagram cannot be opportunities for business users. Through underestimated. In a single photo or video Instagram social media, marketing through upload, Javafoodie claims he can get advertisements can sell seller's products, hundreds of millions of rupiah depending The Indonesian Journal of Communication Studies| 30
Volume 12 June No. 1 2019 on the number of responses given in the audience of each Instagram account comment account. There are interesting follower who liked the gallery of phenomena at Javafoodie and make this JavaFoodie Instagram accounts more and foodstagram has its own characteristics gained audience attention or became from other foodstagrams. Javafoodie has a public awareness. lot of culinary information, especially street food, which we may rarely know METHOD about. Many of these cuisines remind us of The research method used in this past snacks, culinary information like this study is a qualitative research method. The is one of the information that Javafoodie type of research used in this study is a type followers like. Javafoodie diligently of qualitative research. Qualitative conducts street food snacks surveys to methods are processes of research and improve promotional strategies that are science that are not as simple as what effective in attracting audiences, this is happens in quantitative research, because Javafoodie analysis of various public before the results of qualitative research demands, here JavaFoodie will see how contribute to science, the stages of audiences respond to the information qualitative research go beyond the various delivered and what culinary information is stages of scientific critical thinking, in needed by the public. which a researcher begins to think From observers that researchers inductively, that is capturing various facts have done, the JavaFoodie Instagram or social phenomena, through observations account already has its own logo for its in the field (Bungin, 2007). Instagram account, the logo already exists Therefore, researchers will conduct in various kinds of events. Javafoodie is research by analyzing the effective also a sponsor (media partner) in the event promotion strategies carried out by the and as an invited guest in a particular javafoodie Instagram account. Data that event. The name JavaFoodie has also been will be collected by researchers in the form widely known in the Yogyakarta of interviews with owners, admin and community, especially for Instagram users consumers of JavaFoodie, informants will who join the JavaFood account. For this be given questions prepared in the reason, researchers raised the Instagram interview guide. The type of research used Seafood account as a study because they in this study is a type of qualitative saw the initial phenomenon of the research. The object of the research carried The Indonesian Journal of Communication Studies| 31
Volume 12 June No. 1 2019 out by researchers was in the form of considered attractive to the community. photo and video uploads and caption Visit various places such as restaurants, writing (photo title) within 2 months in the cafes, street food, hangout places and promotion of culinary products. places to serve as culinary information that Qualitative Research is a planned activity they upload on social media Instagram. to capture the practice of interpreting Many consumers who use culinary respondents and informants in the world. information are references to culinary destinations. DISCUSSION As a whole in this study resulted: In the current era, the community is 1. Level of Effectiveness of Instagram very spoiled by Instagram's social media Social Media on Javafoodie presence, which is the biggest social media Several criteria can be used to currently and most in demand by the measure the effectiveness of promotional public, both from children to teenagers. media, namely recall, persuasion, and Instagram social media also makes people sales. According to (Kotler and Armstrong more active in using it to obtain various (2008) the effectiveness of Instagram information. With Instagram social media, promotional media can be measured using someone can upload daily activities in the the AIDA model, namely attention, form of photos and videos. From uploads interest, desire, and action. on Instagram social media, there are The first stage is attention. currently many feeds that contain food Effectiveness will succeed if the target is culinary photos, so the term foodstagram set to succeed with a specific goal. The or food blogger appears. effectiveness of communication can affect Foodstagram or food blogger is consumers in carrying out an action, someone's hobby in uploading photos specifically in this discussion how related to food, for that there are a lot of consumers are affected by the contents of foodstagrams or food bloggers that Instagram social media content. This stage eventually become influences (influencers) is the initial stage where consumers begin on society and consumers (followers), to realize the products and brands of a especially for millennial generations. company. This is the main task of Starting from just a hobby, unexpectedly JavaFoodie, making consumers know that can produce money coffers and other JavaFoodie is a foodstagram or food benefits. They trace places that are The Indonesian Journal of Communication Studies| 32
Volume 12 June No. 1 2019 blogger that has unique advantages from desire arises from the upload of javafoodie other foodstagrams. To raise that concern, regarding culinary information that attracts JavaFoodie does tactics like using unique consumers, the snapgrams are one of video photos, creating interesting Instagram's features that currently have headlines so consumers start reading the high selling points. information. The fourth stage is action. This The second stage is interest. From stage is the final stage where consumers the emergence of attention, now begin to make the first purchase of our consumers begin to feel that the products, it can be said that this stage is information obtained raises a feeling of the stage where consumers will decide wanting to know more so consumers want whether to use the product again or even to see and read more carefully. For this change the product. reason, JavaFoodie must know how it can arouse consumers' liking for culinary 2. Marketing Mix "4P's" Instagram product information through the Javafoodie advantages that GarudaFoodie shows. Marketing begins when a company Javafoodie can also give a positive identifies the needs of consumers and message from consumers who are satisfied develops a product to fulfill it. In planning after seeing the benefits of information on and implementing strategies managers Instagram so that consumers believe that depend on four basic components. This JavaFoodie is more superior than element is often referred to as "Four P’s" foodstagrams or other food bloggers. For from marketing, and is referred to as a tool this reason, JavaFoodie approaches its for carrying out a strategy in shaping customers, such as responding to various marketing communication. consumer responses on Instagram. Products that are available at The third stage is desire. The next JavaFoodie are information about culinary process is the stage where consumers in Jogja. This product is in the form of begin to have the desire to buy our photos and videos that are accompanied by products. The thing that drives consumers information (caption) from the culinary to this stage is when JavaFoodie can printed. The types of culinary information convince consumers that JavaFood is the presented by JavaFoodie are divided into 4 one who can best meet their needs and can categories. The first is hitz cuisine, the provide the added value needed. This word hitz itself is a contemporary The Indonesian Journal of Communication Studies| 33
Volume 12 June No. 1 2019 language which means "famous". This Jogja. This type of culinary is usually easy culinary is a type of culinary that is outside to find and has become a daily Jogja and then opens a culinary restaurant consumption. Examples such as thai tea, in Jogja. The usual target is more for the cilok, meatball skewers etc. The food is upper middle class. One example of a not native to Jogja, cilok comes from culinary restaurant is Sushi Tei. Sushi Tei Bandung, but also sells in Yogyakarta and itself is a culinary restaurant, most of has become part of Jogja. which is sushi, Sushi Tei is a restaurant As a promotional service, from Jakarta, but opens other branches in JavaFoodie has a rate card as a cooperation various big cities and one of them in Jogja. offer in promoting culinary restaurants The second culinary product is from clients. The rate card is a list of traditional culinary. Traditional cuisine prices for promotional services. Javafoodie here is an authentic culinary from Jogja. does not do a ball pick-up system, Usually this culinary is difficult to find, JavaFoodie does not offer promotional because most of Jogja's typical culinary is services to clients directly, but it is the located in remote areas such as Bantul, client who contacts JavaFoodie. When a Jakal KM above, Malioboro and not easily restaurant needs promotional services, it found in other cities. Examples are like will contact JavaFoodie, then JavaFoodie rabbit satay in Jalan Kaliurang, KM above, will offer a rate card in various categories. and Mrs. Djoyo in the Bantul area. The But before agreeing to the decision, firstly third type of culinary is Jogja's unique GarudaFoodie will select the restaurant culinary variety. Typical Jogja cuisine is a criteria that will be promoted. In terms of culinary experience in Jogja, but can also profits, JavaFoodie can get hundreds to be found in other cities. Like chicken millions of rupiah in one photo or video geprek, chicken geprek originally upload. On the other hand, in determining originated from Jogja and is already the price of promotional services, not all familiar to the people of Jogja with its culinary promotion uploads on Instagram distinctive spicy taste, but many are in collaboration with clients. Most of it restaurants are innovating to develop is also done privately by javafoodie. As a chicken geprek. The last culinary product foodstagram, of course it is very necessary is culinary parts of Jogja but not typical of to conduct a culinary survey in order to Jogja. The point is that culinary is not meet the information needs of consumers. typical of Jogja, but has become part of The Indonesian Journal of Communication Studies| 34
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Javafoodie is only an Instagram activities carried out by JavaFoodie in account which is a promotional service for Instagram uploads, namely culinary culinary delights in Jogja. Javafoodie does promotion strategies on Instagram Seafood not have outlets or offices, because the and giving giveaways to the public. distribution made by JavaFood is only Javafoodie as a culinary promotion through Instagram social media. For the service has several promotional criteria. selection of distribution channels, The criteria are divided into 2, namely regarding decisions about clients, and how promotion of cooperation with clients in to establish cooperation with clients, the form of (grand opening of a restaurant, JavaFoodie makes cooperative decisions in introduction of new menus, annual events, promotional services, namely through the discount menu promos, culinary festivals, WhatsApp application. restaurant annual anniversary, etc.) and The promotion done by JavaFoodie personal promotions from JavaFoodie is related to techniques for communicating itself restaurant randomly). The personal information about the product. This promotion means that, JavaFoodie does a component is the most obvious in the culinary promotion on its own, where marketing mix. The concepts contained in JavaFoodie conducts its own food survey it are needs, desires, requests, products, with the team. exchanges and transactions. Javafoodie Javafoodie also gives giveaway to uses Instagram social media as a its loyal customers. The form of giveaway promotion service, for InstagramFoodie cooperation is conducted with clients who Instagram already has very good visuals have worked with javafoodie. This is and the current generation prefers necessary because it is very good at Instagram with visuals rather than blogs increasing engagement with consumers. that are just as read. For this reason, Various types of giveaway made by JavaFoodie is very concerned about the JavaFoodie with its clients. Here, photos and videos that will be uploaded to javafoodie will offer a giveaway the Instagram, judging from the promotion to clients for consumers. information delivered, knowing what Content and giveaway input is a joint consumers want, the type of culinary needs decision, which will be done according to and also the weather conditions. There are the available budget. Giveaway here is a various kinds of factors supporting food product from the client's restaurant. effective online promotion strategy The Indonesian Journal of Communication Studies| 35
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3. Visual Content Indicator for to the visual power used by JavaFoodie, it Javafoodie's Instagram Culinary also utilizes other features to communicate Products with followers and other Instagram users. In the current era, interesting This activity is carried out by a content will cause high attention and be creative team and admin who manages a attracted by many people compared to javafoodie Instagram account. The creative ordinary content. This includes the content and admin team is responsive to what the of a culinary product. Photos of interesting prospective customer needs and wants, so culinary products included in the review that the activity has a significant direct information from these products can make impact on the prospect. To communicate, consumers interested and want to try these JavaFoodie provides information regarding culinary products. Therefore, in the world the latest products or those that are viral of culinary photography there are several via phone, phone, comment features, and factors that need to be considered so that direct messages feature in the Intagram product content can look attractive. The application, so that there is a kind of factors that are considered are angle up & persuading effect so that prospective front (top and front taking angle), lighting psychological customers will want to see, (lighting), background (background try to buy products. image), property (additional elements), and photo resolution (photo resolution). 4. Public Communication on Instagram From the five visual content Javafoodie indicators, it can be concluded that visual Public communication is a strengths such as color, background or communication carried out in front of location selection, product design, many people. In public communication the property, model, gesture, lighting and so message delivered can be in the form of on affect the attention of followers and information, solicitation, ideas. The other Instagram users. Use of Instagram ingredients, can be mass media, can also features such as Hastag, Caption, be through seminars or workshops. Public Geotagging are always used in every post. Communication requires oral and written Hastag which aims to make the product communication skills so that messages are explore, so that it is easily recognized by delivered efficiently and effectively. The account users who do not follow the purpose of public communication is to javafoodie Instagram account. In addition inform a large number of people about an The Indonesian Journal of Communication Studies| 36
Volume 12 June No. 1 2019 organization and the results of the media account applies the element of organization's products. Public communication in its upload, which is like communication also aims to establish an approach to asking questions to the relationships between communities. public to be more communicative. Javafoodie as a foodstagram or food Production of communicative messages blogger is no stranger to seminar issues, can build interaction with audiences. In because JavaFoodie has been invited to addition, communicative uploads can also several seminars on several campuses in allow javafoodie followers to contribute Yogyakarta such as UPN, AMIKOM etc. their opinions so that two-way With the existence of this public communication occurs with feedback or communication, it can make JavaFoodie feedback. With the existence of the more developed and better known by the communicative approach itself is believed wider audience of the seminars. to be able to increase engagement with the In effective promotion strategies followers (audiences) on the javafoodie various media are used to convey Instagram account. messages. Like the promotion strategy on Examples of other enggagement Instagram JavaFood which includes New that is done by javafoodie to its followers Media studies. An understanding of New are giving rewards as a sign of gratitude. Media here is using the approach by Sonia This is Javafoodie by working together Livingstone. The term "new" here is more with clients who already use JavaFoodie as understood as what is new to society, a promotional service. Engagement with namely in the context of social and audiences must be prioritized as a cultural, not merely understanding it only foodstagram or food blogger. In addition as a tool or artifact which is more related to the elements of information and to the context of the technology itself. communication, the persuasive element is Currently New Media is being used by also very important in the promotion many businesses in marketing their strategy. Persuasive is a communication products in the form of promotions, this process that is persuading or inviting makes business people demanded to be someone with the aim of changing the able to innovate in the process of online opinions, attitudes and beliefs of the promotion strategies, specifically on social communicator. The persuasive nature here media instagram. In conducting is not the nature of coercive or threatening promotions, the Instagram media social solicitation. Persuasive communication The Indonesian Journal of Communication Studies| 37
Volume 12 June No. 1 2019 content is an attempt by communicators to visual interest in its culinary products to convince consumers to buy a product or make them look attractive. In the current service. millennial era, interesting content will get more attention and interest by many CONCLUSION people than ordinary content. Based on the results of research on Promotion strategies carried out by the effective promotion of javafoodie in JavaFoodie have 3 elements, namely attracting Instagram audiences as a information, communication and promotional service for culinary products persuasion. Information from JavaFood is in Jogja, the author can draw conclusions in the form of information about culinary including there is a positive relationship delights in Jogja. The information between managers of Instagram Seafood to conveyed certainly uses the delivery of followers and clients from JavaFoodie. content that has been made as attractive as This relationship is a characteristic at the possible to attract audiences who then same time as the JavaFoodie promotion create a communication process. In this strategy in attracting an Instagram case the process of communication is the audience. The success of a company can process of delivering messages carried out be seen from customer satisfaction, by one or more people and delivered with customer satisfaction is a response or the intent of certain purposes and having response given after their needs are met for feedback. The next element of promotion a product or service, so that consumers get is persuasion. Persuasive in the essence of a sense of pleasure and comfort because promotional communication is an effort their expectations have been fulfilled. made by marketing communicators to Javafoodie highly utilizes features convince consumers to buy a product or on Instagram social media to increase service. consumer appeal to the culinary information provided. The features used in REFERENCE the form of stories, upload photos along Arifin, Anwar. (2003). Ilmu Komunikasi : with the use of captions, hastag, caption Suatu Pengantar Ringkas. Jakarta. PT. RajaGrafindo Persada. and geotagging that has been adjusted to the culinary information needs listed. In addition to using snapgram stories, JavaFoodie also pays attention to the The Indonesian Journal of Communication Studies| 38
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