Breads are one of the most delicious foods in Indonesia, especially in Jakarta. There are so many bread companies in Jakarta. To compete in this industry, SMEs should give much effort to survive. Guriyana Bakery is one of the SMEs that survive in this industry. They have a signature product, wide distribution network, and very good production system. One of the ways to develop these SMEs is by excellence promotion on the internet. The objectives of this research are to develop the digital market in order to maintain sales. This study is conducted using a qualitative method, and the data is obtained by observation, surveys, and in depth interviews. The writer utilized social media Instagram as a tool for promotion on the internet. The method writers use is based on instagram marketing strategies by combining several different outcomes. Starting from choosing the right profile photo, and creating visually compelling content. Also, based on evaluation from the questionnaire, writers conclude their packaging isn't competitive enough to evolve their leads. So basically, they have to redesign the packaging to be more competitive. The seven analytical tools to achieve the targeted results, namely Business Model Canvas (BMC), Porter's Five Forces, PESTEL Analysis, Service Marketing Mix, SWOT Analysis, TOWS Analysis, and GAP Analysis. These analyses are used as a base to generate the result of this study, as example applying website and social media sites for customers to order products.
Jewelry business is one of the craft business categories which is related to precious metal industry. Jewelry industry continues to develop and provide broad business opportunities. There are various types of jewelry products, such as rings for special events such as weddings, jewelry with custom designs, or precious metals that are used as an investment instrument. This study focuses on MSME Charisma Gold & Jewellery. This study aims to optimize Instagram as a digital marketing channel, and it can increase the digital market. The study is conducted using qualitative method, which data are obtained by observation, in-depth interviews, surveys, and focus group discussions. Based on the data and analysis, there has been lack of promotion activities and limited used of Instagram owned by Charisma Gold & Jewellery. The result of this research is a set of correction steps taken to increase promotional activities through Instagram for business purpose which lead to increase exposure for MSME Charisma Gold & Jewellery. The following are steps taken in optimizing social media promotion through Instagram: switch to business account, profile configurations, choosing the caption and hashtag, product photo taking, develop the guideline of Instagram post, and creating calendar of posting schedule. Results obtained after the suggested improvements among others an increase of user interactions, increase of user discoveries on uploaded content, and increment of account followers.
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