BUSINESS STUDIES ipmi

Social media allows marketers to connect and engage potential customers. This led many marketing professionals to refocus on their social media marketing strategy. Menantea is one of the most talked about Food and Beverage brands in 2021. Their existence surprised the public because they gained 100k followers in just 3 days. The purpose of this research is to determine how to evaluate the usage of social media Instagram Menantea and to propose a social media marketing strategy for Menantea. This form of research is taken as descriptive quantitative research. The research population is followers of Instagram Menantea. This study used a non-probability sample approach known as purposive sampling, with the minimal sampling size obtained using the slovin formula. Methods for gathering data include in-depth interviews, surveys, and Forum Group Discussions (FGD). Pearson's product-moment validity test and Cronbach's Alpha formula were used to evaluate the questionnaire's reliability. The results demonstrated that social media marketing on Instagram Menantea was effective and generated a positive response from followers.


INTRODUCTION
Internet, social media, mobile applications, and other digital communications technologies have become a part of billions of people's daily lives throughout the world. According to the most recent statistics for October 2021, there are 4.55 billion active internet users, amounting to 57.6 percent of the worldwide population. People are spending more time online seeking information, purchasing products and services, interacting with other customers about their experiences, and connecting with businesses. Organizations have responded to this shift in customer behavior by using digital and social media into their company marketing strategies. The development of social media today is increasingly making it easier for people to get the need for information. One of the social media that is increasingly used today is Instagram. Instagram is a social media that is used to share moments (either photos or videos) with other people around the world. Instagram is on the 3rd rank of the most used social media in Indonesia based on Hootsuite.
Instagram users were able to post a wide range of information, including business and news. Instagram is becoming utilized for more than just sharing photos and videos. Menantea is one of them that uses Instagram to increase interaction for their business and as a marketing technique. Menantea is a F&B company that focuses on creating a fusion tea drink that is created and combined with real fruit such as apples, strawberries, and oranges to give it a fresher and more unique �lavor. Menantea is Indonesia's �irst local brand that sells fusion tea with genuine fruit. Menantea's aim is to update the way fruit tea drinks are consumed by utilizing the most sophisticated technologies in operational systems in the F&B business.
Menantea's history is from one of Indonesian YouTuber's video named Jerome Polin Sijabat (Jerome). Jerome owned a YouTube channel named "Nihongo Mantappu". The video showed Jerome's trial and error to make a fruit tea. And when he made it, he called his brother, Jehian Panangian Sijabat (Jehian) and challenged him to make the same fruit tea and to "sell" it because it was so delicious. Jehian, who is his brother and also his manager, tried to ful�ill his request. Jerome wants him to make an F&B Brand for him while Jerome is in Japan. Then, Jehian approaches Bisma, Sylvie, and Hendy to help him when Jerome's wish comes true. After 2 weeks, Menantea itself has just of�icially opened a shop on April 10, 2021, located at Tomang, Jakarta. They've since formed a social media account named @menantea.toko (Toko is an Indonesian word that means store in english). In three days, they gained 100,000 Instagram followers. Due to the obvious pandemic condition, Strategy Formulation in Menantea  Menantea is still expanding its outlets; they mostly utilize social media to market their products and introduce them to new audiences and potential clients.
Menantea's Instagram account, @menantea.toko, now has 676k followers. In comparison to other F&B media social accounts, this �igure is excellent and signi�icant. However, this may be the major issue and a signi�icant obstacle for Menantea in being consistent and present on social media. Since social media is "unseen" and digital in nature. Once they have lost their excitement, other people or brands will take their place. When trends change so quickly, they must select the best social media marketing campaign for their product. Nevertheless, some individuals notice their good social media marketing plan for Instagram. Menantea's Instagram is growing at a rapid pace. However, Menantea has only used weekly or monthly insight comparisons to analyze the ef�icacy of Instagram's social media performance. We discovered a �law, notably the lack of a comprehensive evaluation of Instagram content. Menantea needs information on customer behavior and attitudes on the use of social media platforms such as Instagram. Therefore, the research question in this study is determining how to evaluate Menantea's usage of social media marketing through Instagram in order for Menantea to develop marketing plans based on indicators that have not been effectively used to communicate with the market.

LITERATURE REVIEW Marketing Concept
Marketing is the process by which businesses generate value for their consumers and establish strong customer connections in ways to collect that value (Kotler & Armstrong, 2014). The American Marketing Association (AMA) describes it as "the activity, combination of institutions, and process for generating, communicating, delivering, and exchanging value-added solutions for consumers, clients, partners, and society at large."

Social Media Concept
Social media is de�ined by Dave Chaffey as a type of media that focuses on individual engagement and peer-to-peer communication, with the capacity to create user-generated content (UGC) and exchange messages and comments among various users. According to Van Dijk (2013), as stated by Nasrullah in the book Social Media (2016; 11), "Social media is a media platform that concentrates on the existence of users who assist them in their activities and cooperating. As a result, social media may be viewed as an online medium (facilitator) that improves user relationships as well as a social connection. Kaplan and Haenlein in Prastowo's (2020) research explain that social media is an internet-based application group built on the foundation of Web 2.0 ideology and technology, and authorize the creation and exchange of user-generated content. Based on the three de�initions of social media given above, it is possible to infer that social media, in general, may be described as a space or place to send and receive information, where users can connect and engage in social media. Businesses and consumers may both communicate on social media.

Social Media Marketing Concept
Marketing on social media monitoring and enabling customer-customer connection and involvement over the web in order to foster positive engagement with a �irm and its brands. Most companies appear to be using social media platforms as a broadcast medium for material to be sent out to the broader public -the polar opposite of the concept of social media (Chaffey, 2015). According to Kim and Ko (2012), social media marketing is a two-way communication that seeks empathy with users, and a brand's social media activity provides an opportunity to both reduce the importance of the brand and increase brand value (brand value) by creating a platform for exchanging ideas and information with the public. They also de�ine social media marketing as a �ive-dimensional program that requires; a. Entertainment, according to Agichtein et al. (2008), is the result of fun and games coming from social media experiences. The hedonic approach sees social media users as pleasure seekers who like being entertained and amused, as well as experiencing joy (Manthiou, Chiang, & Tang, 2013 (2011), refers to users who utilize social media platforms to meet like-minded people, interact with them, and chat to them about certain items or companies. As a result, customer interaction with marketers and other consumers is critical in developing trust. Customers will gain more exposure if the brand interacts more in the online brand community on social media -from broad information to speci�ic details about the brand (Prastowo, 2020). c. Trendiness, because they trust more information sources from companies than sponsored communications through traditional promotional activities, consumers are increasingly turning to various sorts of social media for information (Mangold & Faulds, 2009;Vollmer & Precourt, 2008). Muntinga et al. (2011) de�ine trend information about social media as having four sub-motivations: 1. Supervision is a social observation of a person's surroundings. 2. Knowledge refers to brand-related information gathered by customers in order to learn more about a product or brand by leveraging the knowledge and expertise of other consumers. 3. Pre-purchase research, such as reading product reviews or series about the brand community in order to make well-informed purchasing selections. 4. Inspiration, which is related to customers getting new ideas through following information about brands. As a result, brand-related data can be used as a source of inspiration. d. Customization, the amount of customization, according to Schmenner (1986), is the extent to which a service is tailored to �it individual tastes. According to Martin and Todorov (2010), brands can customize and exhibit personality by personalizing their websites, resulting in higher brand equity and loyalty. In the world of social media, personalization refers to a message's target audience. According to Zhu and Chen (2015), depending on the extent of message customization, there are two sorts of posts: personalized messages and broadcasts. Only certain people or a small number of visitors are targeted by customized messaging (e.g. Facebook posts). A broadcast, on the other hand, is the substance of communication that is sent to anyone who is interested (e.g. Twitter). e. Word-of-mouth (WOM), through word of mouth, social media can connect conversations between online customers and other consumers regarding brands (Muntinga et al., 2011). WOM has more trust, empathy, and relevance for consumers than information sources developed by marketers on the web, according to research by Gruen, Osmonbekov, and Czaplewski (2006). Because customers may develop and disseminate brand information to friends, associates, and other contacts without any constraints, social media is a great medium for WOM (Kim & Ko, 2012;Vollmer & Precourt, 2008).
Ejupi on Eliot and Handoko's (2020) research stated that social media is very different from other marketing platforms. For example, the sports apparel industry is currently concentrating on tracking the sales of its items included in social media campaigns. Other industries, such as food and beverage, are beginning to value social media user engagement metrics (such as Maharani Putri Dinanti, likes, comments, and shares). As a result, it is critical to understand why and how organizations use social media, as well as for business purposes. According to Pratiwi (2020): "Social media marketing is a method of promoting various company content to social media users in a variety of methods.This activity is carried out in order to discover the best formula for communicating information required to direct business goals and improve sales". According to Gunelius on Sulistyo (2020), social media marketing has numerous key objectives, including: 1. Establish active communication with customers, including comments, criticism, and product recommendations. 2. Create and expand brand awareness among customers. 3. As a way of spreading information and changing customers' negative perceptions to positive perceptions. 4. Promotions in the form of unique discounts with the purpose of showing thanks to customers and meeting short-term marketing objectives, notably increasing sales statistics 5. Market research will be valuable to see customer responses to marketed items, as well as learn more about consumer features of marketed products and rivals in the product market.

Instagram Concept
Instagram is made up of the words insta and gram, which means "instant telegram." This is due to its capacity to instantly publish photographs and videos to all corners of the globe via the internet network, especially by uploading the photo or video to the Instagram account beforehand. Because of Instagram's capacity to display information, this social media platform frequently becomes a promotional platform for items made by its users; even the study results of the latest Hootsuite Social Trends 2021 survey indicated that Instagram is in the �irst position of 61%, where company actors still believe in allocating additional cash for marketing through Instagram. The reason for this is that Instagram is seen to be the most effective tool for capturing market share (Sulistyo 2020). Instagram is used by business people in marketing their products, it becomes easier because it is the �irst target is the person who is closest to the owner, it can also be through friends who initially said by word of mouth while showing an Instagram account, this communication is very effective for sellers, with Instagram media it is easier for sellers to show photos or catalogs of goods they sell (Putri 2013). Through Instagram, the marketing can vary from personal business accounts to using Instagram ads as well as making endorsements to in�luencers. (Kusumasondjaja, 2019).

RESEARCH METHOD Type of Research
The type of research used is descriptive with a quantitative approach. Descriptive research is research that provides a clearer picture of situations. This research is also intended to explore and clarify a phenomenon or social reality by describing a number of variables related to the problem and a rigorous unit (Mulyadi, M., 2011). Variables were measured as the degree to which respondents use social media as the (1) Entertainment; (2) Interaction; (3) Trendiness; (4) Customization; (5) Word of Mouth.

Population and Sample
The de�ined population for this research is @Menantea's Instagram followers and the method used in this research is a survey. According to Sanapiah (1982) the survey method is a research method aimed at a large number of individuals or groups, with the survey method, the description of certain characteristics of a population, namely attitudes, can be done by taking a number of individuals as samples that can represent the attitudes of the population. The survey is also de�ined as "the collection of information from a sample of individuals through their responses to questions" (Check & Schutt, 2012, p. 160). As the researcher is about to evaluate the marketing strategy using social media that Menantea has done, it is relevant to use surveys as the method.
Non-probability sampling with purposive sampling was utilized in this study. Nonprobability sampling, according to Sugiyono (2016), is a sampling approach that does not give equal possibilities or opportunities for each member of the population to be picked as a sample. Purposive sampling is a sampling approach for data sources that takes speci�ic factors into account. (Sugiyono, 2016) The Slovin formula was used by the researcher to determine the number of samples. n = Numbers of respondents N = Number of populations e = Margin of error The percentage of allowance used in the calculation of the Slovin formula in this study is 10%. The results of these calculations are rounded up to achieve the following suitability of the number of respondents:

Data Collection Method
Sources of research data obtained from; (1) Primary Data Source; obtained from the direct distribution of questionnaires to predetermined research targets or respondents. The questionnaire will contain questions or statements related to the formulation of the problem or the research question in this study; (2) Secondary data sources; data obtained through library books, reports of scienti�ic works related to the object of research, notes, and digital journals.
The questionnaire measurement uses a Likert scale. According to Ridwan (2003) the Likert scale is used to measure a person's attitude about social events or phenomena. In the tool or instrument used, namely the questionnaire, there will be several questions or statements that have �ive categories of answers, which are as follows:

Research Instrument Test
Before processing the data, a questionnaire was assessed to for validity and reliability on the responses of 30 respondents. Sugiyono (2016:177) in Setiawan, Utari, and Hartati (2019:592) de�ines validity as the degree of precision between the data that really occurs on the object and the data collected by researchers to determine the validity of an item. who agree. The second question is regarding the @menantea.toko Instagram account platform that allows the "Menantea" brand to be able to interact with customers, the result is that there are 176 respondents who strongly agree. In addition, 115 respondents (or 53.5 percent) are the convenience of voicing opinions through the brand's social media. As a consequence of the three combined indicators above, with a mean of 4.29 and modes (the data value with the highest frequency in distribution) of 4 and 5. The total Putri Dinanti, mean of all questions regarding the interaction dimension is 4.18. This means that is in the interval 3.40 -4.19 which means that the respondent agrees that Instagram Menantea is a space for consumers to discuss and exchange ideas, interact on social media, and provide experiences about users who contribute to social media platforms related to a brand.

Trendiness Dimension
According to the table's frequency distribution, 154 respondents (or 70.3 percent) strongly agree that Menantea's Instagram content is relevant. Then there are 162 respondents who strongly agree (or 74%), stating that Instagram content is quite modern. Since the mean values of the two indicators above are 4.65 and 4.68, respectively, with mode (the data value with the highest frequency in a distribution) 5, the total combined mean of the two indicators is 4.665. This result is within the range of 4.20 -5.00, indicating that respondents strongly agree that Instagram @menantea.toko shows the most recent information and is in line with current trends.

Customization Dimension
According to the table's frequency distribution, 121 respondents (or 55.30 percent) highly agree that Menantea's Instagram provides customized information search. Then there are 104 people who strongly agree (or 47.5 percent) that Instagram content offers customized service. As a consequence of the two indicators having mean values of 4.28 and 4.36, accordingly, with mode (the data value with the highest frequency in distribution) of 5, the total combined mean of the two indicators is 4.32. This outcome is in the range of 4.20 -5.00, implying that respondents strongly agree that Instagram @menantea.toko is customized to make it easier for followers to search for and �ind the information they need, as well as to give the information consumers require.

Word of Mouth Dimension
According to the table's frequency distribution, 118 respondents (or 53.9 percent) strongly agree that they are willing to share brand information, products, or services with friends through the brand's. Then there are 63 respondents whoare 63 respondents who strongly agree (or 28.8 percent) that they might post content from the brand's social media pages on their personal social media accounts. Thirty percent of respondents are unsure about sharing Menantea's Instagram posts on social media. As a result of the two preceding indicators having a mean of 4.36 and 3.66, respectively, with modes (the data value with the highest frequency in distribution) of 5 and 3. With a total combined mean of 4.01 for the two indicators. This indicates that it is in the range 3. 40 -4.19, showing that respondents agree that Instagram Menantea encourages them to spread 'word of mouth' information and therefore many respondents are willing to share Menantea's posts on their personal social media.

Trendiness Dimension
The result of Trendiness Dimeosion's mean variable is 4.665 in the interval of 4.20 -5.00. This indicates that respondents strongly agree that Instagram @menantea.toko shows the most recent information and is in line with current social media trends.

Customization Dimension
The result of Customization Dimension's mean variable is 4.32 in the interval of 4.20 -5.00. This indicates that respondents strongly agree that Instagram @menantea.toko is customized to make it easier for followers to search for and �ind the information they need, as well as to give the information consumers require.

Word of Mouth Dimension
The result of Word of Mouth Dimension's mean variable is 4.01 in the interval of 3. 40 -4.19. This indicates that respondents agreed that Instagram @menantea.toko encourages them to spread "word of mouth" information and many respondents are willing to share Menantea's posts on their personal social media accounts. Putri Dinanti, The

Proposed Marketing Strategy
Based on data collection obtained from primary sources, namely in-depth interviews with business owners, questionnaires, and Forum Group Discussion (FGD) with business practitioners, the proposed marketing strategy will focus on Word of Mouth with the aim of triggering consumers to discuss, promote, recommend, to selling the brand of a product to other potential customers.

Create a Referral Program
Creating a referral program allows more people to have a reason to 'promote' Menantea, whether they realize it or not. According to Shopify, referral marketing is a promotional strategy that encourages existing customers to refer new customers. The invitation in question might be a purchase invitation, an account creation invitation, or a content-sharing offer. According to a Texas Tech study, 83 percent of satis�ied consumers are eager to suggest a product or service, but just 29 percent do so. By doing this referral program, Menantea could also give a small appreciation from their loyal customer. For example, if a consumer refers to a friend who makes a purchase, Menantea can provide a �inancial reward as a sign of appreciation or discount so that this referral program can be done as a cycle (repeatable). Nielsen's study found that 92 percent of customers trust recommendations from individuals they know. Furthermore, a person's chances of purchasing an item were four times higher if it was suggested by a friend. This is because most individuals believe what their friends say more than what the brand says. As a result, one of the most important aspects of referral marketing is client feedback. Which can be gotten for free as one of the conditions to get the reward if this referral program is implemented.

Menantea in Secret: A Content Review
Create new content ideas. This content involved some random people and asked them to try "a secret drink" without knowing that it is a Menantea product. They are free to rate, comment, and also review. This honest feedback will be used to increase the Word of Mouth from one to another. According to Impactplus, People trust testimonials and online reviews as much as personal recommendations, according to 79% of respondents. With online reviews and honest feedback, Menantea's SEO will improve. In fact, internet reviews contribute to 10% of how Google ranks search engine results. Google's algorithm is continually evolving, and the importance of reviews is growing.

Find the Mascot Program
Create a mascot promotion program, wherein the Menantea mascot will wander about in various locations, people who manage to �ind, take pictures together, and upload them to Instagram will get a promo. The brand's face is portrayed by a special mascot. Menantea's mascot name Bestea, described in the form of cheese foam, has quite the potential to support the mascot program. It offers the business a particular personality that helps it stand out from the vast majority of enterprises in the �ield. Mascots will help establish brand identi�ication, boost consumer interaction, and, ultimately, help sell more items by resonating with the audience. Moreover, the mascots also open a bigger possibility for Menantea to be covered by some media and appear in some news portals. Also, since the mascot attracts more people, it might become the subject of discussion in various social media such as Instagram and increase the engagement of @menantea.toko 's Instagram account. When people discuss more about Menantea, it will trigger others to try and experience it themselves.
The activities and options for carrying out a strategic plan are referred to as strategy implementation. It is the process of putting objectives, plans, and policies into action by developing programs, budgets, and procedures. Menantea's functional strategies are proposed in three ways. These methods will be implemented through action plans, which will be explained more below.

CONCLUSION
Social media marketing is essential in the twenty-�irst century for every business, big or small, to reach its full potential. Customers connect to social media on a regular basis and are exposed to businesses, it has enormous potential for businesses. However, it also poses signi�icant hurdles for organizations since it is a constantly changing, tremendously noisy, and congested environment. In terms of the purpose of the study, this research may demonstrate all of the issues highlighted at the beginning, including how to evaluate the social media marketing activities carried out by Instagram Menantea. Following the discussion of the analysis, the following �indings and suggestions may be derived from this research: 1. The use of Instagram Social Media to promote Menantea is considered to have been effective and positive, as indicated by the results of a survey that was issued, wherein almost all respondents responded positively and agreed that each social media marketing indicator had been accomplished. 2. According to the recent survey �indings, the Word of Mouth indicator had the lowest average compared to the others, although it was still within a safe range. As a result, Menantea must constantly strive to increase Word of Mouth when at the same time manage the other indicators. 3. We propose complementary promotional strategies focused on increasing the Word of Mouth indicator . Speci�ically, the Referral program, Menantea in Secret: A Content Review, and Find the Mascot These three recommendations are the outcome of our combined analysis using applied theory, discussion, as well as consultation with business professionals. We feel the plan will help Menantea in boosting its Word of Mouth indicator, especially for their Instagram social media @menantea.toko.