PENGGUNAAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN BRAND ROYALTY DI KOTA SURABAYA

The development of digital technology has transformed the pattern of interaction between businesses and consumers, particularly through social media. Instagram, as a visually oriented platform, has become a potential marketing medium to enhance product image and appeal. This study aims to describe the strategy of utilizing Instagram as a marketing tool for Royalty products in Surabaya and to evaluate its impact on consumer engagement. The research employs a descriptive qualitative approach with a case study method. Data collection techniques include observation, interviews, and documentation of the Instagram account activities of @royaltyid.official.

The findings indicate that Royalty consistently builds strong visual communication through creative content, utilizes interactive features such as Instagram Stories and Reels, and fosters closeness with its audience by being responsive to comments and messages. This digital strategy not only expands market reach but also strengthens consumer loyalty toward the brand. In its implementation, Royalty applies structured content planning, a communication style tailored to the characteristics of young urban audiences, and collaborations with influencers as part of its promotional tactics.

The conclusion of this study shows that the targeted and consistent use of Instagram can be an effective tool in supporting digital marketing. The platform provides a competitive advantage for local products like Royalty in building a strong brand image and reaching a wider consumer base.