Perancangan Pengelolaan Konten Instagram untuk UMKM Kedai Kopi Lokal: Pembobotan Preferensi Audiens dan Benchmarking Praktik Terbaik
DOI:
https://doi.org/10.38035/jmpd.v4i3.826Keywords:
Pemasaran Instagram, Pengelolaan Konten, Benchmarking, Perbandingan Berpasangan, Umkm Kedai KopiAbstract
Usaha mikro, kecil, dan menengah (UMKM) kedai kopi lokal semakin mengandalkan Instagram untuk membangun visibilitas, tetapi bukti eksplanatori saja belum menghasilkan rancangan operasional yang layak diterapkan dalam keterbatasan sumber daya. Penelitian ini menyusun rancangan pengelolaan konten Instagram untuk Kedai Kopi ERKY di Bandung dengan memisahkan pembobotan preferensi audiens dari benchmarking praktik terbaik. Lima kriteria dan 16 subkriteria dievaluasi. Penilaian perbandingan berpasangan dari 30 konsumen kopi yang dipilih secara purposif dan aktif menggunakan Instagram diagregasi menggunakan rerata geometrik, sedangkan tiga akun pembanding dinilai menggunakan skala observasi terstruktur dan data publik selama tiga bulan. Instagram Feed memperoleh bobot prioritas tertinggi (0,304), diikuti Reels (0,262), Instagram Stories (0,235), Profile (0,134), dan Captions (0,065). Catatan penelitian yang tersedia menunjukkan kesenjangan pada 14 dari 16 subkriteria, dengan defisit operasional terbesar pada frekuensi unggahan Reels dan kolaborasi influencer. Rancangan yang dihasilkan mengintegrasikan pembagian peran, perangkat berbiaya rendah, standar konten, penjadwalan, dan implementasi bertahap. Penting dicatat, rancangan ini tidak membuktikan bahwa pengelolaan Instagram yang belum memadai menyebabkan rendahnya pendapatan atau bahwa target yang diusulkan akan memperbaiki kinerja. Kontribusinya berupa urutan pengambilan keputusan yang spesifik-konteks dan membedakan kepentingan menurut audiens, kekurangan yang teramati, serta kelayakan implementasi, bukan berupa teori atau algoritma baru.
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