Utilization of the Location-Based Advertising feature on Instagram by Makassar Culinary MSMEs to Attract Local Consumers

Dwiyanti; Mildayanti; Agung Muliaman  Anas

doi:10.59890/ijaamr.v4i4.219

Authors

Dwiyanti Universitas Negeri Makassar
Mildayanti Universitas Negeri Makassar
Agung Muliaman Anas Universitas Negeri Makassar

DOI:

https://doi.org/10.59890/ijaamr.v4i4.219

Keywords:

Location-Based Advertising, Instagram, Culinary MSMEs, Makassar, Local Consumers

Abstract

This research aims to explore the strategic utilization of Location-Based Advertising (LBA) features on Instagram by culinary MSMEs in Makassar and its impact on attracting local consumer visits. Amidst the highly competitive culinary industry in Makassar, LBA has emerged as a crucial instrument for MSMEs to reach audiences precisely based on geographic radius. This study employs a descriptive qualitative method with a case study approach. Data were gathered through in-depth interviews with culinary MSME owners, digital observations of the subjects' Instagram accounts, and interviews with local consumers. The findings indicate that the utilization of LBA features, such as geotagging, specific location tags, and radius-based advertisements, successfully builds psychological relevance and ease of access for consumers. Strategies that integrate product visual narratives with locational context have proven effective in increasing foot traffic or physical visits. This research concludes that the effectiveness of LBA depends not only on the sophistication of the features but also on the consistency of local interaction and the entrepreneurs' understanding of consumer mobility behavior in Makassar

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