PENERAPAN APLIKASI INSTAGRAM SEBAGAI MEDIA BRANDING DAN MEDIA PROMOSI PRODUK PAKAIAN BERKELANJUTAN (Studi Pada Brand Ulur Wiji)

This research aims to find out how to optimize the Instagram application as a branding and promotional medium for sustainable clothing products on the Ulur Wiji Instagram account. The research subjects used are individuals, objects, or organisms used in conducting research. Primary data obtained through interviews, observation and documentation. The data analysis methods used are data reduction, data presentation, and drawing or testing conclusions. The results of interviews and research observations are as follows: Ulur Wiji has succeeded in choosing Instagram as the main platform for branding and promotion, by promoting three main types of content and focusing on the upper middle class, Ulur Wiji has adopted a smart marketing strategy, and despite facing challenges such as limitations Instagram resources and algorithm changes, Ulur Wiji remains adaptive.