Promotion Strategy Analysis Through Utilization of Social Media Instagram to Increase Sales Volume in Beans Café Canggu

Putra, Gede Pande Mahendra Diana (2025) Promotion Strategy Analysis Through Utilization of Social Media Instagram to Increase Sales Volume in Beans Café Canggu. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

In a competitive business environment, business actors must create promotional plans that are on target, inventive, and adaptable to changes in consumer behavior and technical improvements. The purpose of this study is to examine promotional methods used on Instagram to boost sales volume at Beans Cafe Canggu, utilizing the SWOT analysis method and a qualitative descriptive methodology. Data were gathered through observation, detailed interviews with management, and accompanying documentation. The SWOT analysis was performed to determine the strengths, weaknesses, opportunities, and threats of Beans Cafe's promotional plan on Instagram. The results showed that Beans Cafe's position was in quadrant I in the SWOT matrix with The overall internal factors show that the total strength is 1.76 and the total weakness is 0.93, resulting in an IFAS factor of 0.89. The external factors derived from this study are 2.07 for the opportunity and 0.79 for the threat, resulting in an EFAS factor of 1.28, where the quadrant position indicates an aggressive strategy (growth-oriented strategy). Aggressive Strategy (Strength - Opportunity) is the most appropriate or effective approach. This strategy capitalizes on internal assets such as strategic location, product quality, and a strong brand image to seize external opportunities such as tourism expansion and healthy lifestyle trends. According to these data, an aggressive strategy is the most effective way to increase competitiveness and market share for Beans Cafe Canggu.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing, Social Media, Instagram, SWOT Analysis, Descriptive Analysis, Beans Café Canggu
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Gede Pande Mahendra Diana Putra
Date Deposited:	18 Aug 2025 00:31
Last Modified:	18 Aug 2025 00:31
URI:	https://repository.pnb.ac.id/id/eprint/16203

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