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SULANTINI Pengarang Dr. Hiswanti, S.Sos., M.I.Kom Dosen Pembimbing 1 Agus Hitopa Sukma, S.H., M.Ikom Ketua Penguji/Penguji 1 Aris Fatoni, S.Sos., M.A Anggota 1/Penguji 2 Erita Riski Putri, S.Sos.,M.Si Anggota 2/Penguji 3

Social media, especially Instagram, has become a strategic tool in business promotion in the digital era, including for coffee shops such as Kopi Lain Hati. In the increasingly fierce competition in the modern coffee industry, the use of creative promotional strategies is very important to attract audience attention, increase engagement and build brand awareness. This research aims to analyze the creative strategy for promoting Kopi Lain Hati via Instagram and identify communication barriers faced in the strategy design process. This research analysis uses the concepts of AIDA (Attention, Interest, Desire, Action), STP (Segmentation, Targeting, Positioning), and advertising creative strategies. The research approach used is descriptive qualitative. Data collection techniques were collected through in-depth interviews, observation and documentation. The technique for determining informants is Purposive Sampling. The research results show that the creative promotional strategy for Kopi Lain Hati stands out in the use of attractive visuals such as photos and videos with persuasive narratives. Promotions such as "buy 1 get 1" and product bundling are used to increase consumer appeal. However, the main weakness lies in the lack of content variety and utilization of Instagram's interactive features such as Reels and Stories. Other obstacles include limited human resources, and pressure to follow viral trends in designing creative content