Strategi Digital Marketing Melalui Media Instagram Dalam Meningkatkan Penjualan Emas Di ayu Gold

Abstract

Marketing communication plays a very important role in helping companies promote a particular brand or product. Marketing communication can increase consumer awareness of a company's products and services and bring the products and services offered closer to consumers. This has the potential to increase sales. Therefore marketing always aims to improve the relationship of economic exchange between organizations and consumers. This study aims to find out how Ayu Gold's marketing communication planning  towards jewelry product marketing. To find out how the results of Ayu Gold's marketing communication implementation. And to find out why Ayu Gold uses Instagram social media in marketing jewelry products. This method uses a qualitative research approach. The results of the study said that when planning Ayu Gold's marketing communication strategy for product marketing, first using Instagram social media as a marketing communication medium for jewelry products, rings, necklaces and bracelets, research became the core of Ayu Gold's product marketing communication plan. In addition, electronic word of mouth (E-WOM) will be used as a form of marketing to reach Ayugold more widely and Ayugold's communication method to inform consumer dissatisfaction with jewelry products. The last option is influencers and Ayugold works with influencers to develop creative products that aim to generate sales, improve image, and expand marketing. The  implementation of Ayu Gold's marketing communication is a crucial research finding on the implementation of Ayu Gold's marketing communication, namely the use of Instagram social media provides positive results for Ayu Gold, namely the level of engagement increases, Ayu Gold's Instagram followers are more and affects Ayu Gold's product sales.

Keywords: sales, digital marketing, Instagram media.