Marketing communication strategy of morse board game & cafe through Instagram @morseboardgame to increase consumer purchase interest in 2025

Abstract

The development of social media, particularly Instagram, has changed the pattern of marketing communication through the presentation of interactive visual content. Morse Board Game & Cafe utilizes its Instagram account @morseboardgame as a medium to promote its entertainment and culinary concepts in order to attract young consumers. This study aims to analyze the subject of research, namely the marketing communication strategies applied by Morse through Instagram in increasing consumer purchasing interest. The research uses a descriptive qualitative approach with informants including business owners, social media managers, and active consumers. Data was obtained through in-depth interviews and documentation of Instagram posts, then analyzed through data reduction, data presentation, and conclusion drawing with source triangulation. The results show that communication strategies are carried out through visual consistency, two-way interaction using Instagram features, and thematic event promotions. Based on the AIDA model, attention is gained through visual aesthetics, interest is built through interaction, desire arises from the experience offered, and action takes the form of visits to the café. These findings indicate that these strategies contribute to increased purchasing interest and consumer loyalty.