STRATEGI KOMUNIKASI PEMASARAN BISNIS KULINER DI KOTA MALANG DENGAN PEMANFAATAN MEDIA SOSIAL INSTAGRAM (Studi Kasus pada Akun Instagram @oyi.buttermilk)

The increasingly rapid development of the culinary business in Malang City has encouraged business people to utilize social media as a marketing communications strategy. Oyi Buttermilk, is a culinary business in Malang City that uses the social media platform Instagram to introduce and market products to consumers. This research aims to find out and understand the marketing communication strategy carried out by Oyi Buttermilk by using Instagram social media as a promotional medium. The research results show that Oyi Buttermilk utilizes Instagram features such as Feeds, Reels, Stories, Ads, Direct Messages, as well as collaboration with influencers to reach and interact with the audience. Marketing strategies include the use of high-quality visual content, timing of content uploads at optimal hours, and collaboration with micro and macro influencers. The Insight feature is used to measure marketing success. Although there are obstacles such as limited social media teams that affect the consistency of marketing strategies. Oyi Buttermilk's marketing communications strategy via Instagram can increase brand awareness and sales, although social media management still needs improvement. Therefore, it is important for Oyi Buttermilk to form a special social media team to increase the effectiveness of using the Instagram platform as a marketing communications medium.