LANGUAGE STRATEGY USED IN INSTAGRAM CAPTION AS DIGITAL MARKETING AT KAPAL GARDEN HOTEL MALANG

In the digital era, social media has become a crucial marketing tool, particularly in the hospitality industry. Instagram, as a visually oriented platform, enables hotels to deliver marketing messages Digitally through images and captions that influence audience perceptions and booking decisions. This study aims to analyze the language strategies used in Instagram captions as Digital marketing at Kapal Garden Hotel Malang. This research employs a qualitative approach using content analysis and semi-structured interviews. The data consist of Instagram captions posted by Kapal Garden Hotel between January – March 2025 and in-depth interviews with the hotel’s Marketing Communication staff. The data were analyzed through several stages, including sampling, transcription, coding, and interpretation. The findings reveal that four main language strategies are applied in the hotel’s Instagram marketing content: persuasive, casual, descriptive, and call-to-action (CTA). Persuasive language encourages booking intentions, casual language creates a friendly tone, descriptive language helps audiences imagine the hotel atmosphere, and CTAs guide audiences toward specific actions. In conclusion, the strategic use of language in Instagram captions plays an important role in enhancing audience engagement, strengthening brand identity, and influencing booking decisions in Digital marketing.