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Abstract

The technology that is currently developing brings several creative industries in Indonesia, including the coffee shop and cafe business. In increasing brand awareness in order to compete, it is necessary to use marketing communication strategies, including through the use of direct and digital marketing trends, especially the use of social media channels. Among the many choices of social media channels, Instagram is the choice for one of the cafes in the city of Depok, West Java, to use marketing communication strategies to increase brand awareness, which is currently at the brand recognition stage. This study aims to determine the coffee shop marketing communication strategy in increasing brand awareness through Instagram. This research is a qualitative research with a case study method that uses data collection through interviews, observation, and documentation. This study uses the concepts of direct and digital marketing in brand awareness by triangulating data sources from triangulators that are relevant in their fields. The results showed that by using a marketing communication strategy through the use of various features on Instagram, hundreds of thousands of people could watch content, increase their reach, and also their Instagram followers to reach the next level of brand awareness, namely brand recall.

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