Indonesian Journal of Law and Economics Review
Vol 12 (2021): August
Marketing Management

Instagram as a Promotional Media for the “Indah Bordir” Store
Instagram Sebagai Media Promosi Toko “Indah Bordir”


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  • Renni Setyoningrum ,
  • Nur Maghfirah Aesthetika *
Renni Setyoningrum
Universitas Muhammadiyah Sidoarjo, Indonesia
Nur Maghfirah Aesthetika
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.2021.V12.705
Published August 23, 2021
Keywords
  • Instagram,
  • Social Media,
  • Promotion,
  • Marketing Communication
How to Cite
Setyoningrum , R., & Aesthetika , N. M. (2021). Instagram as a Promotional Media for the “Indah Bordir” Store . Indonesian Journal of Law and Economics Review, 12, 10.21070/ijler.2021.V12.705. https://doi.org/10.21070/ijler.2021.V12.705

Copyright (c) 2021 Renni Setyoningrum , Nur Maghfirah Aesthetika

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study aims to describe how the use of the Instagram feature as a promotional medium is applied to a Indah Bordir shop in Sidoarjo. This research is based on an event that occurred and the fact that during the current COVID-19 pandemic, business actors experienced a very drastic decline in sales, this was due to the lack of visitors, the amount of competition, and the high cost of promotions incurred when using paid promotional media such as advertisements on television, print media or even on radio.This research method uses qualitative methods, data collection is obtained from observation and documentation. The results of this study indicate that, there are 12 features that are used as promotional media namely, Profile, Feed, Follow, Uploading Photos or Videos, Captions, Comments, Hashtags, Highlight Stories, Snapgrams, Live Broadcasts, Direct Messages, and Geotagging. While the other 5 are not used as promotional media namely, Home Page, Like, Explore, Story Archives, and Instagram Savepost.

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