Rizikia, Alda Vienda (2025) Pemanfaatan Instagram @prillybusana.official Dalam Meningkatkan Penjualan Busana Muslim Di Media Sosial Instagram. Other thesis, Universitas Islam Riau.

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Abstract

Social media development has created new opportunities for business activities in selling and marketing products digitally, especially on the Instagram application. Instagram, which offers a wide range of features, is utilized by users to present short, visually engaging content with broad reach. This study aims to examine how the Instagram account @prillybusana.official is utilized to increase sales of Muslim fashion products on Instagram, using a qualitative approach with a case study method. Data collection techniques were conducted through in-depth interviews, observation, and documentation involving informants consisting of HRD staff, content administrators, and consumers of Prilly Busana Pekanbaru. Data analysis was carried out using the Miles and Huberman model, supported by data validity testing through triangulation. The results of this study indicate that the utilization of Instagram on the account @prillybusana.official has been carried out optimally through the implementation of the 4C social media management theory: context, content, connection, and community. Instagram is used as a sales platform and as a visual medium for the brand, with content created and presented according to trends, showcasing products in an attractive way and fostering interaction with the audience. This utilization of Instagram is able to increase engagement, expand market reach in promotions, and build consumer trust, which impacts not only online sales but also increases offline sales. Therefore, Instagram serves as an effective marketing communication medium for Prilly Busana in boosting the sales of Muslim fashion in the digital era.

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