%A NIM.: 18107030022 Mahardika Setya Wibawa
%O Pembimbing: Achmad Zuhri, M.I.Kom.
%T PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DALAM UPAYA MENINGKATKAN PENJUALAN  (STUDI DESKRIPTIF KUALITATIF PADA USAHA KAIN TENUN KAINNESIA)
%X Currently, there are many MSMEs whose businesses have gone digital. However, many MSMEs fail due to a lack of marketing planning that impacts sales. Kainnesia experienced a lack of marketing communication planning. This is exacerbated by the Covid-19 pandemic, so Kainnesia's sales have decreased. Kainnesia is one of the affected MSMEs. This study aims to explain how the utilization of Instagram as a marketing communication media in an effort to increase sales carried out by Kainnesia. The method used in this research is descriptive qualitative method. In addition, this research also uses in-depth interview techniques, observation, and documentation. The results of this study show that in increasing sales, Kainnesia determines planning decisions. In its implementation, Kainnesia uses Instagram as its marketing communication media. Finally, Kainnesia conducts marketing evaluation. By using Instagram, Kainnesia can attract consumers and increase sales. However, there are some features that may not be fully utilized, so they need to be improved
%K Instagram, Marketing Communications, Selling, MSMEs
%D 2023
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib56724