PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN (Studi Deskriptif Pada Akun Instagram @Sachie.studio)

This study aims to describe how Sachie Studio utilizes the Instagram platform as a marketing communication tool based on the concept of Integrated Marketing Communication and its impact on sales and increasing brand awareness. The research method used is a qualitative descriptive approach with data collection techniques through observation, in-depth interviews, and documentation.
The results show that Sachie Studio effectively integrates various elements of IMC into its marketing activities through Instagram. In terms of advertising, Sachie Studio utilizes paid advertising features to expand promotional reach and increase brand visibility. Through sales promotions, Sachie Studio regularly offers discounts and price promotions during certain months designed to attract consumer interest and encourage purchasing decisions. In terms of public relations, a positive image is built by collaborating with other accounts, uploading customer testimonials, showcasing behind-the-scenes content, writing informative and persuasive captions, and actively responding to audience comments. Personal selling strategies are implemented in a two-way process through the Direct Message (DM) feature, with a personalized approach tailored to the needs of potential clients. Direct marketing involves sending mass promotional messages to new followers or accounts that have expressed interest in Sachie Studio's services to encourage prompt action.
The implementation of these five IMC elements contributed to sales and increased brand awareness for Sachie Studio, as reflected in follower growth, increased audience interaction, and increased consumer interest in the services offered. This study recommends that Sachie Studio continue to strengthen its integrated digital marketing communications strategy to maintain and enhance its brand position amidst the competitive creative industry.