Promotion Strategy Of Cafe Kopi Saa Through Instagram Social Media Based On Swot Analysis

Abstract

Cafe Kopi Saa is a local micro coffee business in Kupang City that was established in 2019, but its official Instagram account (@kopisaa) has not been managed in a planned manner: as of January 2026 it only has around 1,700 followers with an engagement rate of 4.5%, far below the average competitor (7–10%). This study aims to formulate a promotion strategy for Cafe Kopi Saa through Instagram based on a SWOT analysis and identify internal and external factors that affect it. The study used a qualitatively dominant mixed method approach with 34 respondents (1 owner, 3 employees, 30 consumers) which were determined by purposive sampling, analyzed through the IFAS-EFAS matrix and the SO, WO, ST, WT strategy matrix. The results of the study placed Cafe Kopi Saa in Quadrant I (+1.30; +1.70), where internal strengths and external opportunities were more dominant than weaknesses and threats. The SO strategy is a priority, namely strengthening NTT's local coffee educational content and expanding creative community collaboration, supported by high customer loyalty (score 4.24). Weaknesses such as posting inconsistencies and limited human resources need to be addressed through digital marketing training and content calendars, while the threat of competition for new cafes is faced by strengthening NTT's local coffee identity as a brand differentiation. Overall, Instagram has played a real role as the main promotional channel, but its contribution will be optimal if its management shifts from a personal pattern to a teamwork pattern that is scheduled and evaluated periodically through Instagram Insights.