Management of Instagram Social Media Accounts as Promotional Media to Increase Sales at Dopio Donuts in 2023

Abstract

Purpose: Doppio Donuts is one of the artisan donut outlets that uses technology, especially Instagram, to market its products as needed. Therefore, how is the process of product management and promotion so that it can attract customers and increase sales? This study aims to determine how the management of the Instagram social media account @dopiodonuts as a promotional media increased sales in 2023. Methodology: The type of research used is descriptive qualitative. Data collection techniques through interviews and documentation with data analysis techniques in this study, namely, data collection, data reduction, data presentation, and conclusions. Result: The results showed that managing Instagram social media accounts as a promotional medium effectively increased sales at Dopio Donuts outlets. This study found that Dopio Donuts has done social media management well using the four stages of management, namely planning, organizing, actuating, and controlling and conducting Instagram online promotions using advertising, Sales Promotion, Personal Selling, and Word Mouth Marketing models, by maximizing existing Instagram features, so that it is successful in increasing sales of its products, it can be seen from the increase in sales from 2021 by 27.50%, 2022 by 28.32%, and 2023 by 32.17%. Applications/Originality/Value : This research provides in-depth insight into the need for good social media management. This research develops the concept of implementing promotions through the Instagram platform to increase product sales at Dopio Donuts and other similar outlets.