Turning Followers into Customers: Marketing Communication Strategy of @Aw.Seserahankuningan

Abstract

In the ever-evolving digital era, Instagram has become one of the most innovative technological platforms widely utilized as a promotional medium. The technological advancements on Instagram not only facilitate interaction between brands and consumers but also enable the development of more creative and efficient marketing strategies. By effectively utilizing Instagram’s features, marketers can leverage the platform as a tool to increase brand awareness, attract new customers, and ultimately boost sales. This study aims to thoroughly analyze the communication strategies employed in the Instagram activities of the @aw.seserahankuningan account and to assess the resulting increase in customer trust and its impact on sales growth. The research method applied is descriptive qualitative, employing the Integrated Marketing Communication (IMC) theory, which is recognized for its effectiveness in developing promotional programs. Data collection techniques include observation, literature review, in-depth interviews with users of the @aw.seserahankuningan Instagram account, and documentation. The results of this study indicate that the @aw.seserahankuningan account has successfully captured the attention of potential customers, enhanced interaction, and fostered trust. Furthermore, Instagram as a social media platform has proven to be an effective tool for product promotion and branding in the handover (seserahan) segment. The @aw.seserahankuningan account has successfully converted its followers into loyal customers and brand advocates, who actively encourage others to purchase the product.