PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM AKTIVITAS KOMUNIKASI PEMASARAN KLINIK KECANTIKAN THE MAPLE'S BEAUTY

In the midst of the rapid development of the beauty industry, The Maple's Beauty beauty clinic is present as one of the places for those who want skin and beauty treatments. Proper media utilization in marketing communication activities is needed by beauty clinics in order to build customer trust and increase sales. The purpose of this study is to describe how the utilization of Instagram social media in the marketing communication activities of The Maple's Beauty Clinic. This research uses the concept of The Circular Model of SOME). (Share, Optimize, Manage and Engage) is a concept created by Regina Luttrell with the aim of making it easier for corporate social media practitioners to manage social media used effectively. This research also uses the Promotion Mix concept, which is a set of tools or a combination of communication methods used by a company to achieve target marketing objectives. The research method used in this research is descriptive qualitative. The results showed that The Maple's Beauty Clinic uses Instagram as a platform for marketing communication activities, namely as a medium for advertising, disseminating promotions, running personal sales, and conducting direct marketing. Instagram utilization is carried out through several stages in accordance with the concept of The Circular Model of SOME: First, Share, Instagram is used consistently to convey information related to the clinic, which aims to attract interest and build consumer trust. Second, Optimize, Instagram is used to optimize message delivery so as to obtain success in marketing communication activities. Third, Manage, Instagram is used to establish a closer emotional connection with the audience. Finally, Engage, Instagram is used to increase awareness of the clinic's existence and expand market reach through collaboration with Instagram users.