Jiwa Jawi Content Management on Instagram @jiwajawijogja 2021

Abstract

Purpose. The food (culinary) industry is currently one of the fatest- growing businesses. The Indonesian culinary tourism is not only in terms of the menu but also the art, culture, and philosophical values that make up the dish. The culinary business's development is increasing daily in Yogyakarta, and culinary tourism continues to grow every year. Culinary promotion patterns have also penetrated social media, one of which is @jiwajawijogja, which opened a new branch in Pogung  with the name Jiwa Jawi Jogja.The methodology in this research is descriptive qualitative with data obtained from interviews with owner and content designer from @jiwajawijogja, observations on the official Instagram @jiwajawijogja, and documentation from news in online media.A finding of this study is the process of creating content at @jiwajawijogja has received a positive response through events that aim to bring the brand closer to its followers.Suggestion from this research to ensure the message is conveyed properly, we suggest that @jiwajawijogja focus on its targets audience and create hashtags according to the target audience.