Abstract
This research was conducted to determine the influence of Instagram social
media as a promotional media for food products. This study uses a
qualitative descriptive analysis technique in which the results of this study
come from previous studies, and also through the results of observation and
in-depth interviews with the owner @KOTAKBAL who are the object of this
research. Kotakbal is a food business engaged in the supply of food products
starting from 2022 until now. Selling processed Korean food products with
the main menu being kimbap x dakganjeong. With an owner named Dwi
Putri, he started this business after resigning from his previous job. The
research results are based on interviews conducted by researchers. Found
a significant influence on the use of Instagram social media in promoting
business. In addition to maximizing the use of social media. Business owners
use Instagram ads services to market their products more broadly and also
use the services of local young influencers.
Keywords: Marketing Communication, Social Media, Instagram,
Promotion