“PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN WISATA BUKIT PARALAYANG SEMPU KECAMATAN PURWODADI KABUPATEN PASURUAN” (Studi deskriptif kualitatif pada akun @paralayangsempu)

Currently, the use of smartphones and the internet has progressed rapidly, so it cannot be denied that the popularity of social media is also directly proportional to the use of smartphones and the internet. This research focuses on the social media Instagram which is now widely used by business people to promote their products, one the other is to promote tourist attractions. Sempu Paragliding Hill is one of the tourist attractions that has used Instagram as a promotional medium. By using a qualitative research approach from the @paralayangsempu account, this research reviews how the use of Instagram features related to promotional forms is in harmony with the promotional mix which includes advertising, sales promotion, public relations, personal selling and direct marketing using qualitative research methods on the @paralayangsempu account. The activity of using Instagram as an online promotional media for Bukit Paralayang Sempu, the Instagram feature used by @paralayangsempu has met the criteria to be included in the promotional mix element. Therefore, the use of Instagram based on feeds, reels, instastory, followers, bio, post collaboration, direct massage, comments and live features has supported promotions running well.