Digital Marketing Communication of Local Products: A Case Study of Digital Marketing Content on Instagram Reels @zaynacoffee.official
DOI:
https://doi.org/10.53797/anp.jssh.v7i1.2.2026Keywords:
Digital Marketing Communication, Instagram Reels, Engangement, Local Product, Kopi Muria ZaynaAbstract
The Development of information and communication technology has driven significant changes in marketing communication practices, particularly through the use of social media as an interactive, visually oriented platform for message delivery. Instagram Reels has become a widely adopted feature among businesses to enhance audience reach and engagement, especially for marketing local coffee products. This study aims to analyze the characteristics of Instagram Reels content, describe content performance based on engagement indicators (views, likes, comments, and shares), and examine the frequency of Reels uploads as part of Kopi Muria Zayna's digital marketing communication strategy through the @zaynacoffee.official account. This research employs a descriptive quantitative method with a descriptive quantitative content analysis, examining all Instagram Reels content uploaded during the periods December 2023–November 2024 and December 2024–November 2025. Data were collected through observation and documentation, and subsequently analyzed using descriptive statistics to identify trends and differences in content performance, particularly in engagement indicators across the two periods. The findings indicate that the Reels content of Kopi Muria Zayna emphasizes consistent visual presentation, persuasive messaging, and the strengthening of the local identity of Muria coffee products. In terms of performance, the December 2024–November 2025 period shows a notable increase across all engagement indicators, particularly views, likes, and shares, suggesting broader reach and higher audience engagement. Meanwhile, the comments indicator reflects more balanced dialogic interaction in the most recent period. The frequency of Reels uploads also increased and followed a more consistent pattern than in the previous period, indicating improved planning and implementation of digital marketing strategies. This study concludes that Instagram Reels is an effective digital marketing communication medium for enhancing brand visibility and audience engagement in local coffee products. Therefore, it is recommended that account managers optimize data-driven content strategies, maintain consistent upload schedules, and develop more interactive content to strengthen long-term relationships with audiences.
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