Masitoh, Fadilatul (2024) Pemanfaatan Media Sosial Instagram @escoklatmaslino Sebagai Media Pemasaran. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to evaluate the use of Instagram as a marketing strategy for @Escoklatmaslino products. Social media has developed into an important platform in marketing strategies, especially for small and medium enterprises (SMEs). Instagram, as a visual-based social media platform, has many features that can be used to build brands, increase interaction with customers, and expand market reach. Using a case study methodology, this research employed a qualitative approach. Data was obtained through in-depth interviews with business owners, analysis of Instagram content, and observation of marketing activities on the platform. The study found that Instagram plays a significant role in improving the marketing of mas lino's es coklat products. Instagram Stories and Reels, attract potential customers and build a more intimate relationship with customers through the use of the features. In addition, it has been proven that customer loyalty and brand awareness can be enhanced through the consistent use of content and influencer marketing strategies. Therefore, Instagram becomes an effective and strategic marketing tool for mas lino chocolate Ice company to expand the market and increase sales.

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