Pengembangan Pemasaran Digital Melalui Instagram untuk Meningkatkan Pangsa Pasar dan Omset Penjualan

Abstract

This community service program aims to increase the effectiveness of digital marketing for the Sanid Koleksi Tapis Lampung weaving business in Pesawaran through the Instagram platform. The initial step taken was to reactivate the Instagram account that had been inactive for the past two years, as well as improve the appearance of the account by using attractive fonts, colors, and design elements. Three reels content videos were created and uploaded, showing the business location, production process, and service atmosphere at the Sanid Koleksi store. The results of implementing this digital marketing strategy showed a significant increase in reach and interaction with consumers. Instagram insight data shows that reels video content is the most accessed, followed by feed posts and instastory. Evaluation of Instagram follower demographic data shows that followers are dominated by those aged 18-24 years and the majority are women. Based on these results, digital marketing through Instagram has been proven to have a positive contribution to increasing brand awareness and sales potential for Sanid Koleksi Tapis Lampung products.