Instagram Marketing as A Business Development Strategy: A Quantitative Study on ‎Culinary MSMEs in Medan Tembung

  • Authors

    • Bambang Sutejo Universitas Batuta
    • Muhammad Ras Muis Universitas Batuta
    • Oky Syahputra Universitas Batuta
    • Muammar Rinaldi Faculty of Economics, Universitas Negeri Medan
    • Muhammad Fitri Rahmadana Faculty of Economics, Universitas Negeri Medan
    https://doi.org/10.14419/cyb0eh90

    Received date: September 8, 2025

    Accepted date: October 14, 2025

    Published date: November 16, 2025

  • Instagram Marketing; Business Development; MSMEs; Digital Marketing; Culinary Sector; Medan ‎Tembung

  • Abstract

    This study investigates how specific dimensions of Instagram marketing—content quality, posting ‎frequency, user interaction, and feature utilization—affect business development among culinary ‎MSMEs in Medan Tembung, Indonesia. With over 89 million Instagram users in Indonesia, the ‎platform provides significant opportunities for expanding market reach, brand awareness, and sales ‎performance. Using a quantitative associative causal approach, data were collected from 100 ‎culinary MSME owners who actively use Instagram for promotional activities. The findings reveal ‎that Instagram marketing has a positive and significant effect on business development, where ‎creative content, interactive engagement, and strategic use of features such as Stories, Reels, and ‎Instagram Ads strongly enhance sales performance, market expansion, and brand identity. The ‎study refines Social Media Marketing Theory by linking visual engagement mechanisms to ‎measurable business outcomes and provides practical implications for MSME owners and ‎policymakers seeking to promote sustainable digital transformation‎.

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  • How to Cite

    Sutejo, B., Muis, M. R., Syahputra, O., Rinaldi, M., & Rahmadana, M. F. (2025). Instagram Marketing as A Business Development Strategy: A Quantitative Study on ‎Culinary MSMEs in Medan Tembung. International Journal of Accounting and Economics Studies, 12(7), 499-504. https://doi.org/10.14419/cyb0eh90