STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus pada Akun Instagram @trml.official)

Instagram is a widely used medium for digital marketing communications. Through its various features, companies can convey product information and interact with their audiences. This study aims to determine the digital marketing communications strategy implemented on the @trml.official Instagram account.

This research used a qualitative approach with a case study method. Data were obtained through interviews, observations, and documentation with social media administrators, trml community administrators, and trml product users. Data analysis employed the Miles, Huberman, and Saldaña model, which includes data condensation, data presentation, and conclusion drawing.

The results indicate that the @trml.official account's digital marketing communications strategy involved developing promotional messages tailored to the target audience, employing a communicative communication style, utilizing Instagram content, collaborating with influencers, and using hashtags and campaigns to disseminate product information. This strategy elicited audience responses in the form of interaction with the promotional content and interest in the promoted products.