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A good and right relationship marketing strategy and social media will lead to good consumer behavior as well. This study aims to examine the effect of marketing strategy (X1) and social media (Instagram) (X2) on consumer behavior (Y) cafe Malam Banjarmasin. This research is a descriptive study, with a sample of 100 at cafe Malam Banjarmasin consumers. The data collection used a questionnaire, while the data analysis used multiple linear regression. The variables studied were Likert scale. The questionnaire was tested by validity and reliability tests. Data processing using SPSS version 25.0. The t test results on consumer behavior are valid because r > 0.3 and the reliability test shows reliable because alpha cronbach > 0.6. The normality test is obtained 0.05 and it is said that the data is normally distributed and on the normal line of the plot, you can see that the points from the graph spread around the diagonal line and follow the diagonal line. The more the marketing strategy variable (X1) increases, the consumer behavior (Y) increases, while the marketing strategy variable (X1) decreases, the consumer behavior decreases (Y). The conclusion of this study is that there is a marketing strategy and social media that affect consumer behavior by 57%. Keywords: Marketing strategy, social media, consumer behavior.

Nagara bean/ catjang (Vigna unguiculata spp. Cylindrica) is a subspecies of cowpea which is widely cultivated in freshwater swamplands of Daha Utara and Daha Selatan sub-districts, Hulu Sungai Selatan Regency. Nagara bean is a plant native to South Kalimantan, but its utilization is still very low compared to other cowpeas. The aims of this study were to analyze the chemical and physical characteristics of Nagara bean in processed food compared to those of soybeans; and to analyze the development potential of Nagara bean in processed food. The methods were the production of catjang flour from skinless Nagara beans; the production of catjang flour by roasting Nagara beans; the substitution of Nagara beans with coagulated and fermented soybeans. The results showed that the flour from skinless Nagara beans contained protein (24.16%) and carbohydrate (61.62%), while the flour from roasted Nagara beans contained protein (18.42%) and carbohydrate (69.33%). When compared to soybeans, papan and arabian beans, the two types of Nagara bean, could be coagulated with a higher water content and lower protein content. When Nagara beans were fermented, the water and protein contents of fermented beans were higher than those of soybeans. It can be concluded that Nagara beans could be used in processed foods chemically. Nagara beans however absorbed water easily, so they smelled sour and unpleasant and the texture became soft.