Flambburger’s digital marketing strategy through Instagram to increase sales in 2025

Abstract

The development of information technology has driven the transformation of marketing strategies in the culinary industry, with social media, especially Instagram, becoming the primary tool for reaching a wider range of consumers. In Yogyakarta, fierce competition between burger brands has forced MSMEs such as Flamburger to continue innovating in order to remain competitive. This study aims to examine digital marketing strategies via Instagram to enhance sales in 2025, considering the significant potential of digitalization in online food consumption and the need to adapt to evolving trends among young consumers. This study uses a descriptive qualitative approach with in-depth interviews and documentation. Research sources include the owner of Flamburger, operational employees, and active customers. Data collection techniques were carried out through semi-structured interviews, observation of Instagram accounts, and analysis of sales documents. Data validity was tested using source triangulation, while analysis was carried out through data reduction, presentation, and conclusion drawing to understand digital marketing strategies comprehensively. The results indicate that Flamburger implements authentic content, active interaction, collaboration with influencers, and consistent branding through reels and stories, which successfully attract audience attention, increase engagement, expand reach, and drive sales of up to 151 million rupiah through collaboration with @eatventure.inc. This strategy plays a role in building brand awareness, engagement, and customer loyalty, as well as integrating the AIDA model, brand awareness, and customer journey.