Abstract

The change of consumers’ behaviors during pandemic is a challenge for livestock products producers to survive among sector threats that are often unpredictable by producers. Such change demanded the producers to be more adaptive and sensitive to consumers’ behaviors, so that most of producers used traffic analysis as basic to identify the consumers’ behaviors in diverse condition. High level of technological use during pandemic is an opportunity for the producers to optimize platform used by majority of the market segmentation. The research purpose was optimizing marketing strategy via Instagram as improvement of SMEs-scale Mozarella marketing performance. The research methods used were survey and interview with consumers who use Instagram, 100 peoples, and then analyzed using Multiple Regression as basic in composing strategies. Results of the analysis showed that 87% TAM positively affected on intention of the consumers to purchase Mozarella cheese via Instagram. Indicator that dominates high effect of both elements is ease to use. It indicates that consumers who majority are native digital consumers, prefer to use Instagram because they are pro to Instagram features, which is assumed to be easy for landing page when they have purchasing transaction.