STRATEGI COPYWRITING DIGITAL UMKM KULINER: INTEGRASI STP, CUSTOMER JOURNEY, DAN SOSTAC DALAM MENINGKATKAN BRAND AWARENESS

Authors

Agustina Agustina Universitas Bunda Mulia
Eilleen Vebrianti Kusuma Universitas Bunda Mulia
Agung Stefanus Kembau Universitas Bunda Mulia

DOI:

Keywords:

BrandAwareness,Copywriting,Pastry,SocialMedia

Abstract

In an era marked by short attention spans and visually driven media consumption, MSMEs are increasingly required to deliver messages strategically and concisely. This study aims to develop an Instagram copywriting strategy for Namelaka Bakery, a premium pastry brand in Jakarta, using a project-based case study approach. A descriptive qualitative method was employed, with data collected through semi-structured interviews, non-participant observations, and digital content documentation. Thematic analysis was supported by strategic frameworks such as PESTEL, SWOT, STP, Customer Journey, as well as SOSTAC and RACE. Findings reveal that a copywriting strategy emphasizing content pillars, emotional hooks, and clear CTAs—aligned with Gen Z and millennial behavior—significantly enhances engagement and brand awareness. Instagram emerged as the most effective platform, with 95% of respondents indicating their preference. This study contributes to the development of audience-centric storytelling strategies for MSMEs and introduces a contextualized model for implementing adaptive copywriting within visual-heavy digital platforms. The insights offer both practical and academic value, particularly in the context of digital marketing strategies for Indonesia’s F&B sector.

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