PERENCANAAN MEDIA SOSIAL DALAM PENGELOLAAN INSTAGRAM JRNY COFFEE AND RECORDS

The implementation of social media planning in managing the JRNY Coffee and Records instagram is an effort to develop a JRNY Coffee and Records social media account that has a coffee shop character with a music theme. Complex social media planning invites various efforts to carry out effective strategies in planning content on Instagram social media. The purpose of this study is to find out how social media planning is in managing the JRNY Coffee and Records instagram. The research method used is descriptive qualitative with data collection through in-depth interviews, literature studies and Instagram social media. The results of this study state that social media planning in the management of JRNY Coffee and Records instagram is a form of the times that are now shifting from conventional to digital, besides aiming to increase customer interest, Instagram is used as a means of interaction between JRNY Coffee and Records and its customers. JRNY Coffee and Records social media planning in 2021 was carried out by listening, plan, strategy, action & control. Using this social media planning JRNY Coffee and Records managed to get an increase in the number of followers. However, JRNY Coffee and Records still gets an engagement rate that is still quite low and the interaction process is not consistent so that the process of collecting information from customers is not optimal.