PENGGUNAAN INSTAGRAM SEBAGAI MEDIA MEMPROMOSIKAN JASA SEWA PACAR PADA AKUN @rentalpacarkoibito

This study aims to analyze the marketing communication applied by the Instagram account @rentalpacarkoibito in the use of 7P (Marketing Mix). The focus of this study is to understand the use of Instagram as a medium for promoting girlfriend rental services on the @rentalpacarkoibito account. This study uses a qualitative content analysis approach with a descriptive method. Data was collected through promotional content uploaded, including images, videos, captions, hashtags, and visual elements. The results of this study indicate that the implementation of marketing communication through the 7Ps on @rentalpacarkoibito is centered on promotional aspects and physical evidence, with the abundance of positive testimonials from previous users effectively increasing Instagram users' decisions to rent a girlfriend service. In addition, this study also found that @rentalpacarkoibito uses the concept of Japanese culture or Japanese pop to perceive talent in the form of anime characters. This uniqueness becomes a form of cross-cultural communication displayed with anime content to strengthen the brand's position in the minds of consumers that the service concept they use is unique and different from other girlfriend rental services. The researcher suggests expanding promotions to other platforms like TikTok or YouTube to increase exposure and potential interaction with new customers.