Analysis of Utilization of Instagram Features in Marketing Fashion Thrifting on the @den.market account
Analisis Pemanfaatan Fitur-fitur Instagram Dalam Memasarkan Fashion Thrifting pada akun @den.market
DOI:
https://doi.org/10.21070/ups.1598Keywords:
Instagram, Branding, Fashion ThriftingAbstract
This study aims to determine the use of Instagram features as media branding in fashion thrifting on the @den.market account. This research uses a qualitative descriptive method by conducting interviews with followers and observing. The result of the research, obtain that @den.market uses nine Instagram features to introduce and market its products. So, it can attract the interest and purchasing power of followers. Among them are photo/video uploads, profile/bio features, story, captions, comments, likes, direct messages, location, and story archives. It can be concluded, that @den.market has made the most of the features on Instagram, thus having a positive impact on the branding process such increasing sales both online and offline, increasing followers, achieving sales targets, increasing consumer loyalty, and products known by many people.
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