Cahyadi, Fajri Fitra (2025) Pengelolaan Media Instagram @By_Yaarn Untuk Mempromosikan Kerajinan Tangan Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Instagram is one of the social media that is widely used to promote products, including handicrafts. A @by_yaarn account is a business account that sells knitted dolls (amigurumi) and is managed directly by the owner. This study aims to find out how the process of managing Instagram media @by_yaarn in promoting handicraft products in the city of Pekanbaru. The approach used is qualitative with a descriptive method. Data collection techniques are carried out through observation, in-depth interviews, and documentation. The results of the study show that Instagram media management @by_yaarn includes four concepts according to The Circular Model of Social Media, namely sharing content, optimizing reach, managing accounts, and building engagement with audiences. Account owners actively create engaging content, use hashtags, reply to customer messages, and use story, reels, and highlights features to introduce products. Communication built through Instagram has been proven to help expand market reach and increase buyers' trust in products.

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