Penelitian ini merupakan perancangan media promosi LND DONUTS melalui penggunaan poster di Instagram, dengan tujuan menarik perhatian konsumen. Berdasarkan data Euromonitor, bisnis roti dan kue di Indonesia mengalami
pertumbuhan tahunan rata-rata sebesar 14% pada periode 2010-2014, meskipun proyeksi periode 2014-2020 menurun menjadi 10%. LND DONUTS, sebuah Usaha Mikro, Kecil dan Menengah (UMKM) di Kuningan, menghadapi tantangan dalam meningkatkan penjualan akibat pandemi yang mengakibatkan penurunan produksi hingga 50%. Untuk mengatasi ini, Poster promosi melalui media sosial, terutama Instagram, diidentifikasi sebagai cara efektif untuk meningkatkan penjualan. Penelitian ini bertujuan untuk menarik perhatian konsumen dan meningkatkan penjualan produk LND DONUTS melalui perancangan media promosi berupa poster di Instagram. Metode penelitian deskriptif kualitatif, termasuk observasi, wawancara, dan studi pustaka, digunakan dalam penelitian ini, dengan analisis data melalui metode SWOT dan pendekatan design thinking. Hasil penelitian menunjukkan bahwa penggunaan poster di Instagram berhasil menarik perhatian konsumen dan meningkatkan penjualan produk LND DONUTS sebesar 150% pada produk cromboloni, memanfaatkan fitur promosi Instagram yang memungkinkan
penargetan audiens berdasarkan lokasi, minat, dan demografi.

This research involves the design of promotional media for LND DONUTS through the use of posters on Instagram, with the aim for attracting consumer attention. Based on Euromonitor data, the bakery and pastry business in Indonesia experienced an average annual growth of 14% during the period of 2010-2014, although the projection for the period of 2014-2020 decreased to 10%. LND
DONUTS, a Micro, Small, and Medium Enterprise (MSME) in Kuningan, faced challenges in increasing sales due to the pandemic, resulting in a 50% decrease in production. To address this, promotional posters through social media, especially Instagram, were identified as an effective way to increase sales. This study aims to attract consumer attention and increase the sales of LND DONUTS products through the design of promotional media in the form of posters on Instagram. Descriptive qualitative research methods, including observation, interviews, and literature studies, were used in this study, with data analysis through the SWOT method and a design thinking approach. The research results show that the use of posters on Instagram successfully attracted consumer attention and increased the sales of LND DONUTS products by 150% for the cromboloni product, utilizing Instagram's promotional features that allow audience targeting based on location, interests, and demographics.