Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram


  • Rifkya Xena Aminullah JR Stikosa-AWS
  • Jokhanan Kristiyono Stikosa-AWS



digital marketing, digitaintegrated marketing communication, brand image, Demandailing Cafe


This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.


Afrilia, A. M. (2018). Digital marketing sebagai strategi komunikasi pemasaran “waroenk ora umum” dalam meningkatkan jumlah konsumen. Jurnal Riset Komunikasi, 1(1), 147–157.

Belch, M. A., & Belch, G. E. (2008). Integrated Marketing Communications. The International Encyclopedia of Communication.

Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and e-commerce management. Pearson UK.

Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.

Karman, M. A. (2015). The impact of social media marketing on brand equity toward the purchase intention of Starbucks Indonesia. IBuss Management, 3(2).


Kristiyono, J., & Ida, R. (2019). Digital Etnometodologi: Studi Media dan Budaya pada Masyarakat Informasi di Era Digital. ETTISAL: Journal of Communication, 4(2), 109–120.

Kumar, R. (2018). Research methodology: A step-by-step guide for beginners. Sage.

Mihart, C. (2012). A conceptual model of integrated marketing communication’s influence on brand equity: Highlighting the role of corporate social responsibility. Metalurgia International, 17(11), 154.

Rachmawati, D., Akbari, T. T., & Adithia, S. (2021). Social Entrepreneurship Marketing Communication Strategy in Maintaining Customer Loyalty. Communicare: Journal of Communication Studies, 8(1), 76–93.

Sadeghi, G., Arabsalehi, M., & Hamavandi, M. (2016). Impact of corporate social performance on financial performance of manufacturing companies (IMC) listed on the Tehran Stock Exchange. International Journal of Law and Management.

Shimp, T. A., & Shimp, T. A. (2003). Advertising, promotion & supplemental aspects of integrated marketing communications.

Zarrella, D. (2009). The social media marketing book. “ O’Reilly Media, Inc.”




How to Cite

Aminullah JR, R. X., & Kristiyono, J. (2021). Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram . Communicare : Journal of Communication Studies, 8(2), 165–178.