PEMANFAATAN MEDIA SOSIAL INSTAGRAM @KAMPOENG_GALLERY UNTUK MENGENALKAN KEDAI KOPI BARANG ANTIK

Abstract

Kampoeng Gallery is a coffee shop that highlights antiques and a vintage atmosphere as its main attraction. In introducing its business identity and values to the public, Kampoeng Gallery utilizes Instagram as its primary platform for communication and promotion. This study aims to examine how Kampoeng Gallery’s Instagram account is used to promote the antique-themed coffee shop during the period of January to June 2025. The research employs a descriptive qualitative method, with data collected through in-depth interviews and documentation studies. This study refers to the theory of social media utilization objectives and the theory of Instagram features as proposed by Puspitasari & Purwani (2022). The findings indicate that Kampoeng Gallery makes use of features such as Feed, Story, Snapgram, IGTV, along with filters and music, to build a consistent visual identity, generate engagement, and convey narratives related to the café's atmosphere and antique collections. Based on the results, it can be concluded that Kampoeng Gallery's use of Instagram functions not only as a promotional tool, but also as an effective medium of visual communication for introducing a business concept rooted in local values and a distinctive identity. This study is expected to serve as a reference for developing digital communication strategies for small businesses that prioritize character and cultural values.