STRATEGI KOMUNIKASI PEMASARAN INSTAGRAM STORY SEBAGAI MEDIA PROMOSI PADA AKUN INSTAGRAM @DAPURMAMALINKA

Abstrak

The research approach used is qualitative research because this research explores as fully and deeply as possible about the use of Instagram stories as a media for culinary promotion on the Instagram account: @DapurMamaLinka and how the marketing strategy is carried out by @DapurMamaLinka in maintaining consumer confidence so that they always repeat orders. The location of this research was carried out at the residence of the account owner @DapurMamaLinka, on Jalan Sigambal, Danau Bale A, Gg Health Center, Rantauprapat, North Sumatra, Indonesia. The subject of this research is the owner of the @DapurMamaLinka Instagram account and one of the loyal customers / consumers of @DapurMamaLinka. The main or primary data source in this study is the owner of the Instagram account @DapurMamaLinka. Meanwhile, the secondary data source is consumers from @DapurMamaLinka. From the results of this study, it can be concluded that the owner of the @DapurMamaLinka Instagram account started promoting his wares via Instagram stories in August 2018, where this account has been operational for approximately 3 years and 1 month. Which was created by the owner himself, namely Erinahaskhori. According to him, Instagram accounts are very effective for making buying and selling transactions and are easily recognized by many people without having to go out into the field to promote their wares. The way to maintain consumer trust by the owner of this account is to maintain quality, it doesn't matter cheap prices, the important thing is to make a profit even though few but smoothly sold. So that people will still be interested if the food is delicious and cheap.