Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Platform Instagram (Studi Deskriptif kepada Brand MS Glow Aesthetic Clinic Malang)

Public knowledge about skin health is getting better, therefore there is increasing interest in skin health products accompanied by the growth of companies that focus on beauty and skin care and one of them is MS Glow Aesthetic Clinic. Competition in the global market is increasingly competitive, which means brand owners must understand effective strategies not only for marketing products but also for building an image in society. Therefore, the research aims to describe what marketing communication strategies are carried out by the MS Glow Aesthetic Clinic to build a brand image on the Instagram platform. This research uses a descriptive qualitative approach with research subjects of employees from the MS Glow Aeshtetic Clinic brand with the research results that in building a brand image on the Instagram platform using 3 strategies, namely advertising by utilizing Instagram ads, sales promotions by creating various types of promos such as regular promos and promotions. regionally and also taking advantage of public relations by uploading greetings for holidays and also uploading contributions from the MS Glow Aesthetic Clinic together with the community. Therefore, it can be concluded that the marketing communication strategy to build the MS Glow Aesthetic Clinic brand image is advertising, sales promotion and public relations.