Strategi Pengemasan Instagrammable Cafe Soember Redjeki Medan Untuk Wisatawan Gen Z

Abstract

Soember Redjeki Cafe is a vintage-style coffee shop located in Deli Serdang Regency. This café has attracted Generation Z by offering an aesthetic visual design, a warm atmosphere, and a unique experience that is highly shareable on social media, especially Instagram.This study aims to explore the Instagrammable packaging strategies implemented by Soember Redjeki Cafe to capture the attention of Gen Z visitors. The research methods used include direct observation, documentation, and literature study.The findings reveal that the packaging strategies include an aesthetic and natural visual display, creative menu naming, engaging and interactive social media content, and the use of a friendly communication style.Promotion through social media and collaboration with visitors and influencers are also key components of the marketing strategy. These elements position Soember Redjeki Cafe not only as a place to eat but also as a space for expression and sharing digital experiences that align with the character of Gen Z.

Keywords: Soember Redjeki Cafe, Instagrammable, Gen Z, Packaging Strategy, Social Media