Analisis Social Media Marketing Produk Black Eye Coffee (Studi Pada Akun Instagram Black Eye Coffee)


  • Afif Wilanda Anaqhi Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Rizqi Nur Amaliyah Putri Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Saifuddin Zuhri Universitas Pembangunan Nasional "Veteran" Jawa Timur


Social media is now a very popular media among the public and many of them use it in various ways. An example of one of the social media that is currently exploding among millennials is Instagram. One of the platforms used to upload personal photos or videos owned by someone. But Instagram is now not only owned by individuals, several companies or businesses on behalf of the collective are also involved in it. There are lots of useful Instagram functions other than just uploading photos and videos. One of them is to market and promote products. A product that may now be hunting for many people is coffee. Where coffee is a solution to relax yourself, calm your mind, to release fatigue when you are busy. This research focuses on an Instagram account called @blackeyeid which is the Instagram account of a coffee product called Black Eye. Researchers are interested in conducting an analysis of social media marketing or marketing of Blac Eye products through Instagram social media. Researchers used qualitative methods using media analysis through a literature study methodology. Because researchers want to analyze this analysis using subjectivity which is considered capable of providing more meaning that is contained in every event and phenomenon. In conclusion, the marketing through Instagram social media that is used can be said to be effective and sufficient to answer about the Black Eye marketing process which only has one main branch and one Instagram account, about how they can stay anywhere and anytime they can carry out a marketing process that can be said to be good and follow the flow of the audience in accordance with technological and digital developments.

Keyword: Social Media Analysis, Instagram, Black Eye Coffee