Digital Marketing Communication Strategy in Thrift Clothing Business (Accounnt @spezialmbois)
Strategi Komunikasi Pemasaran Digital pada Usaha Pakaian Thrift (Akun @spezialmbois)
DOI:
https://doi.org/10.21070/ups.2382Keywords:
Media Social, Marketing Communication, InstagramAbstract
This article aims to analyze the utilization of Instagram social media as a digital marketing communication strategy for the thrift clothing business of the Spezial Mbois store in Surabaya. including in the fashion industry. This study uses a qualitative approach using The Circular Model of Some Theory, developed by Regina Luttrell, as an analytical framework. This model helps in planning a communication strategy on social media by paying attention to four important aspects, namely Sharing, Managing, Engaging, and Optimizing. The results of the study show that Spezial Mbois uses Instagram effectively to share photo and video content in an interesting and neat way. Optimizing information by including linktree, hashtags, and taglines in the Instagram bio feature. Managing Instagram accounts through the professional dashboard on Instagram business, as well as the engagement process, which is carried out by providing product offers to consumers and giveaway content through the Instagram story feature.
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