STRATEGI PROMOSI RAY DIGITAL JOGJA DALAM MENINGKATAN MINAT BELI MELALUI INSTAGRAM PADA TAHUN 2020

Ray Digital Jogja is one of the business people in the field of photography in the city of Yogyakarta in the form of cameras and supporting accessories. Ray Digital Jogja utilizes social media in its promotional activities to face business competition. This study aims to find out how the promotional activities carried out by Ray Digital Jogja on Instagram social media. This research is a qualitative research using descriptive qualitative research methods. The data was collected by interview and documentation process, then analyzed by the initial process of data collection, then reducing the interview results, then presenting the data in the form of data presentation and research analysis. From the results of this study, it can be seen that Instagram as a promotional media is a medium that can spread messages widely and not limitedly, marketers can establish interactions between companies and targets, ease of access can be done anywhere and anytime. Content in the form of product information, entertainment and sales promotion is a concept that can attract and influence consumers in increasing buying interest. Communication between users and account owners is carried out through various available features such as comment fields and direct messages which are responded to quickly so as to maintain service to customer satisfaction. Effective collaboration activities reach a wider audience. The connection that has been built with the audience has not been carried out intensively, as seen from the quiz and give away in one year, only a few times.