With the growth of coffee consumption in Indonesia marked by more new coffee shops triggering competition for competitive strategies. This happened to Janjian Coffee, one of the coffee shops established in January 2020 in Bekasi City. With the competition experienced, Janjian Coffee uses Instagram social media as the main marketing communication media to increase brand awareness and interest in buying Instagram users. Janjian Coffee revenue data is dominated by offline sales that come to coffee shops. Meanwhile, online sales through Tokopedia. There is a difference in revenue achievement with revenue targets which are the main problem of research related to the improvement of Instagram Janjian Coffee marketing communication media. In addition, the tareget is low knowledge of Janjian Coffee but has a high demand for products. Therefore, to solve these problems the final task research uses benchmarking methods to find out more and get the best practices of coffee shops in using Instagram as the main marketing medium of communication. The benchmarking process is done data processing using Analytic Hierarchy Process (AHP) and checklist observation with the aim of determining benchmark partners with criteria, namely Instagram features (feeds, captions, profiles, stories and reels) and 17 sub-criteria from each criterion which is an Instagram quality assessment that is integrated with Voice of Customer to Instagram features. The result of this final task is the recommendation of the draft improvement of Instagram Janjian Coffee marketing communication media in accordance with the capabilities of Janjian Coffee.
Keywords: Janjian Coffee, Media Communication Marketing, Instagram, Benchmarking, Analytic Hierarchy Process.