The development of digital marketing has yielded positive results inbusiness marketing strategies, particularly in the culinary sector. This studyaims to analyze the digital marketing promotion strategies implemented bythe Payakumbuah Padang Restaurant owned by Arief Muhammad viaInstagram. This research employs a descriptive qualitative method, with datacollection through interviews with management and research on theInstagram content of @padangpayakumbuah. The findings indicate that thedigital marketing strategy adopted by Payakumbuah Padang focuses onthree aspects: Search Engine Optimization (SEO), Social Media Content,and Quoting.SEO optimization through Google Business and social mediacan enhance the visibility and number of visitors to the restaurant. The use ofengaging and unique content on social media successfully buildsengagement and strengthens brand awareness of Padang Payakumbuah.Additionally, the use of quotes in captions and customer reviews plays asignificant role in building trust and consumer loyalty. The digital marketingstrategy through Instagram can be evaluated as successful in increasingbrand exposure and customer engagement for Padang Payakumbuah.Recommendations for further development include strengthening interactionswith followers, conducting regular performance analyses, and implementingcustomer loyalty programs to maintain competitiveness in the culinaryindustry.
Kata Kunci: Digital Marketing; Instagram; Payakumbuah Padang Restaurant