STRATEGI PROMOSI ONLINE RAJA SABI COFFEE YOGYAKARTA MELALUI INSTAGRAM DALAM MENINGKATKAN PENJUALAN NOVEMBER 2020 – JULI 2021

This study analyzes how the Raja Sabi Online Coffee Shop Promotion Strategy Through Instagram In increasing November 2020 Sales. This study aims to determine the promotional strategy carried out by Raja Sabi Coffee in facing business competition, especially cafes in the city of Yogyakarta. The theoretical framework used in this study is the theory of online promotion, online promotion planning, online promotion mix, and online promotion mix. The method used in this study is descriptive qualitative which aims to find out the facts and adjust the existing situation or event. The object of this research is the manager of Raja Sabi Coffee, and consumers of Raja Sabi Coffee. Methods of data collection using in-depth interviews and documentation. Data analysis technique is qualitative analysis. The results of the research that have been carried out show that since November 2020, Raja Sabi has used Instagram social media as the main media for data promotion activities. The stages of online promotion through Instagram include: determining the market, determining promotions, determining media selection strategies, implementing qualitative strategies, determining intellectual and educational factors, and evaluating marketing tactics. Promotions carried out by Raja Sabi Coffee through the @rajasabicoffee instagram account through a linguistic, intellectual and educational evaluation process, and using the AIDA method, with the results of the promotion being done quite well.