The Effectiveness of Digital Marketing At Lilio Coffee Garden Dwi Septi Haryani 1 , Selvi Fauzar 2 , Aulia Yolanda 3 , Masyitah As Sahara 4 , Anggia Sekar Putri 5 {dwiseptih@stie-pembangunan.ac.id 1 , selvifauzar@gmail.com 2 , auliayolanda888@gmail.com 3 , masyitah@stie-pembangunan.ac.id 4 , anggiasekarputri@stie-pembangunan.ac.id 5 } STIE Pembangunan Tanjung Pinang, Indonesia 1,2,3,4,5 Abstracts. The impact of the Covid-19 pandemic has been not only on the manufacturing sector but also on the MSME sector since April 2020. Covid-19 has comprehensively affected aspects of life, including MSME actors. Digital Marketing is one way that can be used by MSME players who experience losses due to a decrease in income. This research was carried out to help MSMEs Lilio Coffee Garden in the new normal era by seeing the extent of the effectiveness of Digital Marketing through the Instagram application. This research uses a quantitative method approach, data collection using questionnaires and data processing using SPSS 26.1. Quantitative methods are implemented to measure the strength of advertising through the AIDA model. The questionnaire was conducted on Lilio's Instagram followers (@lilio.idn) with 1,650 populations. A sample of 95 respondents using the Slovin Formula with a tolerance limit of 10% was carried out to strengthen the quantitative findings. The results of the descriptive analysis of the AIDA model show that Instagram digital marketing has a good impact on consumer interest, encouraging them to make purchase decisions and visit. Keywords: Covid-19; Digital Marketin; AIDA 1 Introduction The impact of the Covid-19 pandemic has been not only on the manufacturing sector, but also on the MSME sector since April 2020. MSMEs are the most important pillar of the Indonesian economy. According to [1] the success of MSMEs should serve as a benchmark for Indonesian economic growthIndonesia has 64.19 million MSMEs, of which 64.13 million, or around 99.92% of the whole business sector, are Micro and Small Enterprises (MSEs), which make up the majority of the country's MSMEs. The majority of MSMEs (82.9%) felt the negative effects of this epidemic, while just a small number (5.9%) saw favorable growth, according to the Katadata Insight Center (KIC). According to Arifqi & Junaedi [2], A business catastrophe hit many MSMEs during the pandemic. Therefore, MSME actors need to have a survival strategy to be safe from the problem caused by the Covid-19 pandemic. Businesspeople should take the proper move and market on social media using internet-based media or technology. (2021). The development of technology is accelerating, which can be observed from the digital world and the internet that has developed around the world which has an impact on the world of marketing. This is in accordance with the statement [3], that Internet usage is increasing yearly. Through the use of digital media, marketing trends today have changed from traditional to modern. According to an article on dataindonesia.id, there were 191 million active social media ICEMBA 2022, December 17, Tanjungpinang, Indonesia Copyright © 2023 EAI DOI 10.4108/eai.17-12-2022.2333330