INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN SPERPART DI TOKO ANGGI

Abstract

Instagram is one of the social media most frequently accessed by internet users. Anggi Part, an MSME in the automotive sector that sells complete motor vehicle equipment such as spare parts, uses Instagram for marketing communications, with the aim of making a strong impression on consumers. This research aims to find out how Instagram is used as a marketing medium by Anggi Part. The approach used is qualitative descriptive, which describes the relationship between Anggi Part's use of Instagram as a communication medium. Primary data was obtained from interviews with Anggi Part shop owners as key informants, while secondary data was taken from Anggi Part's Instagram account and related documentation. Data collection techniques include interviews and observation, while data analysis is carried out through data reduction, data presentation and drawing conclusions. The research results show that Anggi Part often optimizes Instagram features such as Instagram stories, feeds and reels to give a strong impression to consumers. The benefits of social media in marketing communications include reducing promotional costs, expanding target markets, helping analyze consumer interests, improving service performance, and increasing sales activities.