STRATEGI DIGITAL MARKETING MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus: Warung Oon’s)

Warung Oon's is a business engaged in the culinary field of restaurants. Warung Oon's has not fully implemented the online marketing system through social media. The marketing system used today is offline with the distribution of brochures, this causes less than the maximum in reaching market segmentation. This study aims to help Warung Oon's overcome these conditions, by making marketing strategies, and knowing the business conditions using the Business Model Canvas (BMC) which is used as a management framework to provide a detailed business description, and SWOT analysis to determine strengths, weaknesses, opportunities and threats, which can be used as a reference in implementing marketing strategies through Instagram social media based on the AIDA concept. The results obtained from this study are the current business conditions which are visualized in detail using BMC and SWOT analysis, which can be used as a solution to create a marketing strategy that will be implemented on Warung Oon's Instagram social media based on the AIDA concept.