Strategi Pemasaran Produk Makanan Catering Melalui Media Sosial Instagram


  • Wayan Budi Mahardhika Universitas Pendidikan Nasional
  • Ni Nyoman Sunariani Universitas Pendidikan Nasional



Marketing Strategy, Social Media, Instagram, Marketing Mix, Catering Business



This study examines how marketing strategies are carried out by Catering businesses in Denpasar Bali. The use of social media as effective marketing is also felt and tried by all businesses, ranging from food, clothing and banking businesses.

The use of social media is based on the rapid development of smart devices in which utilization is already very common and well known with everyone. Marketing strategies through social media like Instagram are also very often heard, especially people who are still productive. There are many examples of the use of social media to promote a product. With only a digital smart device and internet data package, everyone can access and also market their merchandise there.

Instagram is very good to use because it relies on images as the main attraction, it is also equipped with the facilities to write comments and also short direct messages making Instagram a favorite in social media, especially for young people. The catering business also want to use Instagram. As this research was made, the four catering respondents selected based on the more than 1000 of followers are: Chika Catering, Catering Kerti Catering, Warung Umi Catering and Tunjung Asri Catering, have positive answer with the presence of this Instagram. Discussions using Marketing Mix show positive results in using Instagram to market their products.


Adnyana, R., and Darma, G.S. (2015). Strategi Marketing Mix, Yield Management, Customer Satisfaction and Occupancy Rate, Jurnal Manajemen & Bisnis, 12 (1): 92-115.

Agung, N.F.A., and Darma, G.S. (2019). Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage, International Journal of Innovative Science and Research Technology, 4 (1): 743-747.

Arsriani, I.A.I., and Darma, G.S. (2013). Peran Media Sosial Online Dan Komunitas Terhadap Keputusan Nasabah Bank, Jurnal Manajemen dan Bisnis, 10 (2): 48-68.

Andreas, K.M., Haenlein Michael. (2010). Users of the world, unite! The challenges and opportunities of social media, Business Horizon, 53 (1): 61.

Atmoko, B.D. (2012). Instagram Handbook , Tips Fotografi Ponsel. Jakarta: Media Kita.

Baker, G . (2000). Marketing Management: Twelved Edition. New York: MC. Grawhill Inc.

Boyd, H.W. (2000). Manajemen Pemasaran, Edisi Kedua. Jakarta: Erlangga.

Carmen, B. (2017). Nike On Instagram: Themes of Branded Content and Their Engagement Power, Jurnal Internasional, CBU International Conference on Inovation Science and Education. Czech Republic.

Carr, C.T., and Hayes Rebecca A. (2015). Social Media: Defining, Developing, and Devining, Atlantic Journal and Comunication, 26 (7): 88.

Darma, G.S. (2004). Qualitative and Quantitative Data in Management Research: A Study of the Banking Industry, Jurnal Ekonomi & Bisnis, 16 (2): 107-118.

Darma, G.S. (2006). Mobile Marketing: Sebuah Strategi Keunggulan Bersaing Online. Denpasar: Undiknas Press.

Darma, G.S. (2018). Seuntai Pesan, Menjawab Zaman. Indonesia: Pustaka Larasan Press.

Darma, G.S. (2019). Kacamata Media, Kesuksesan Bersyarat. Indonesia: Pustaka Larasan Press.

Darma, G.S., Apollo, A., Rusmanda, G., and Umar, Y. (2019). Digital Education 4.0. Indonesia: Cakra Media Utama Press.

David, D. (2002). Manajemen Agribisnis, Buku Keempat. Jakarta: Erlangga.

Haryani, I. (2015). Strategi Komunikasi Penggunaan Media Sosial Sebagai Media Promosi Band Indie Mustache and Beard, Jurnal Ilmiah, Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, 30 (50): 67-68.

Handika, M.R., Maradona, A.F., and Darma, G.S. (2018). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial Instagram, Jurnal Manajemen & Bisnis, 15 (2): 188-199. diakses pada tanggal 24 Januari 2018. diakses pada tanggal 3 Maret 2018 , pukul 22.48. diakses pada tanggal 5 Maret 2018 , pukul 14.31

Kanten, I.K., and Darma, G.S. (2017). Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance, Jurnal Manajemen & Bisnis, 14 (2): 143-165.

Kotler, P., and Armstrong. (2004). Dasar-dasar Pemasaran, Edisi Kesembilan. Jakarta: PT. Indeks.

Kotler, P., and Gary Armstrong. (2012). Prinsip-Prinsip Pemasaran, Edisi 13. Jilid 1. Jakarta: Erlangga.

Kusnadi, D.S., and Darma, G.S. (2018). Menakar Implementasi Green Marketing Pada Usaha Kecil Menengah, Jurnal Manajemen & Bisnis, 15 (1): 1-18.

Kietzmann, J.H. (2011). Social Media? Get Serious! Understanding the Functional Building Block of Social Media, Business Horizon , 241-251.

Lebas, Y.N. (2017). Komodifikasi di Era Masyarakat Jejaring: Studi Kasus Youtube Indonesia, Jurnal Ilmiah, Departemen Sosiologi , FISIP UI, 62 (3): 77.

Maharani, I.G.A.P.D., and Darma, G.S. (2018). Consumer Purchasing Behavior Analysis on Impulse Buying, Jurnal Manajemen & Bisnis, 15 (3): 16-37.

Moriansyah, L. (2015). Pemasaran Melalui Media Sosial: Antecedents dan Consequenses, Jurnal Ilmiah, Fakultas Ekonomi dan Bisnis Universitas Indonesia.

Magdalena, H. (2017). Customer Engagement with A Brand In The Context of Social Media, Jurnal Internasional, CBU International Conference On Inovation Science And Education, Czech Republic 30 (1): 88.

Milles, M.B., and Huberman, M.A. (1984). Qualitative Data Analysis. London: Sage Publication.

Pranata, I.M.A., and Darma, G.S. (2014). Strategi Penerapan E-Commerce Dalam Meningkatkan Keunggulan Bersaing, Jurnal Manajemen & Bisnis, 11 (1): 69-81.

Putri, V.K.A. (2015). Media Sosial Terintegrasi dalam Komunikasi Pemasaran Brand : Studi Komparasi Pemanfaatan Media Sosial oleh High dan Low Involvement Decision Brand, Jurnal Komunikasi Indonesia, IV.

Ratih, H. Strategi Komunikasi Pemasaran Kripik Maicih di Twitter, Jurnal Ilmiah, Program Studi Komunikasi, Universitas Telkom , 60 (2): 10.

Setyawati, T., and Darma, G.S. (2018). Efektifkah Experiential Marketing di Sebuah Rumah Sakit ?, Jurnal Manajemen & Bisnis, 15 (1): 160-175.

Stanton, W. (2002). Prinsip-Prinsip Pemasaran, Terjemahan oleh Alexander Sindoro. Jakarta: Erlangga.

Tampubolon, M. (2016). Strategi Promosi Coffee Shop Melalui Media Sosial Instagram (Studi Deskriptif pada akun @crematology), Jurnal Ilmiah, Prodi S1 Ilmu Komunikasi, Fakultas Ekonomi dan Bisnis, Universitas Telkom.

Tjiptono, F. (2002). Manajemen Jasa. Yogyakarta: Andi.




How to Cite

Budi Mahardhika, W., & Sunariani, N. N. (2019). Strategi Pemasaran Produk Makanan Catering Melalui Media Sosial Instagram. Jurnal Manajemen Bisnis, 16(1), 13-27.