IMPLEMENTASI KOMUNIKASI PEMASARAN DIGITAL PADA MEDIA SOSIAL INSTAGRAM ILITTERLESS DALAM MEMBANGUN BRAND AWARENES SEBAGAI STARTUP PENGELOLAHAN SAMPAH

Amid the increasingly complex waste issues, especially in Indonesia, waste management startups like ILITTERLESS are utilizing social media platforms such as Instagram as a digital marketing communication tool to build brand awareness. This study aims to describe the implementation of ILITTERLESS’s digital marketing communication strategy through Instagram in an effort to enhance brand awareness among the public.
This research uses a qualitative approach with a descriptive-analytical type of study. Data were collected through in-depth interviews with ILITTERLESS staff involved in digital marketing strategies and documentation of Instagram content. The data analysis technique follows the interactive model of Miles, Huberman, and Saldana, which includes data condensation, data display, and conclusion drawing.
The results show that ILITTERLESS implements a digital marketing communication strategy through various elements of the promotional mix, including sales promotion, direct marketing, and public relations. ILITTERLESS utilizes Instagram features such as collaborative posts, direct messages (DMs), and Q&A sessions to increase engagement and brand awareness. Although this strategy has successfully expanded the audience reach, there is still an opportunity to optimize the use of Instagram Ads and collaborations with influencers to enhance the effectiveness of digital marketing.