BAURAN KOMUNIKASI PEMASARAN ONLINE MELALUI MEDIA SOSIAL (Studi Kasus Pada Divisi Creative Media Sosial & Branding @unitag_store)

Instagram, as a visual-based social media platform, has evolved into an essential tool in digital marketing communication strategies, particularly for businesses in the retail sector such as UniTAG Store. Since its establishment in 2011 in Malang City, UniTAG Store has consistently leveraged this platform to build brand awareness, expand market reach, and strengthen consumer relationships through interactive communication approaches. This study aims to identify the online marketing communication mix implemented by UniTAG Store's Creative Social Media & Branding Division using a qualitative descriptive approach and a constructivist paradigm. Data was collected through in-depth interviews and documentation, with informants selected using purposive sampling techniques, specifically the Brand Manager as the primary informant. Data analysis was conducted using the Miles & Huberman interactive model. The results indicate that UniTAG Store implements communication strategies encompassing elements such as source, message, medium, recipient, effect, and feedback, and leverages Instagram features like Reels and Stories to enhance engagement. Shifting communication to WhatsApp also strengthens customer interaction. The effectiveness of this strategy is evident in the increased brand awareness, interest, and consumer loyalty, despite facing challenges such as market competition and copyright issues. Thus, online marketing communication through social media is not only a promotional tool but also a relational medium between the brand and its consumers.