Analisis Pemanfaatan Media Sosial Instagram sebagai Sarana Promosi Usaha Pakaian Thrift (Akun @reresecondhand57)

Abstract

The use of the internet is still widely used by several groups in helping daily life, including for promotion. The existence of the internet gives rise to social media that can help promotional activities by utilizing the features in it. Instagram is a social media that has unique features in it that can be used to support promotions. Reresecondhand57 is a used/thrift clothing store in Surabaya that uses Instagram features to help with their promotional activities, with the account name @reresecondhand57 with 66.2 thousand followers on Instagram. The use of Instagram for promotion is associated by researchers with marketing communications and uses and gratification. The purpose of this study is to analyze how the use of Instagram in supporting promotional activities on the @reresecondhand57 account. The researcher uses a qualitative descriptive approach, with the results of the research that the @reresecondhand57 account can take advantage of several features on Instagram according to their respective functions in promotional activities.