Instagram has become a platform that does not only offers entertainment but also
opens opportunities for anyone who wants to do business. One example is the
@javafoodie account, a food blogger account, which uses Instagram as a marketing
medium in the culinary field. The purpose of this research to describe the
management of social media Instagram @javafoodie as a marketing communication
media in the culinary field. This is a descriptive research with a qualitative methods.
This research uses marketing communication concepts, new media, and Instagram.
In addition, interviews, observation, questionnaires, and documentation are used to
collect additional data needed for this study. This research, it was found that the
@javafoodie Instagram account did not follow all marketing communication stages,
but only apply two stages, namely segmentation and positioning in understanding
client products. Segmentation carried out by @javafoodie was conducted by looking
at geographical aspects, which is by understanding the criteria for restaurant visitors
based on their regional origin. Positioning @javafoodie was done by looking at the
selling value and generating knowledge from client products. After these two
processes, @javafoodie continued to the production stage and to the last stage, which
was monitoring based on the number of bookmark icons, comments, and directly on
the content.