STRATEGI MARKETING PUBLIC RELATIONS INDYFERYTO PAKET PESTA DALAM MENINGKATKAN JUMLAH KONSUMEN MELALUI INSTAGRAM TAHUN 2021

The Marketing Public Relations strategy in increasing the number of consumers is carried out by Indyferyto Paket Pesta through Instagram. For Instagram, Indyferyto Paket Pesta itself, has started to look more active and its promotions have been intensified since the COVID-19 pandemic. The Instagram features used are Instastory, Hashtag, Arroba, Reels, IG TV, Photos & videos and Instagram Ads. This is done in order to maintain communication with customers not only in Yogyakarta but also outside Yogyakarta. In addition, to maintain the brand image that has been built. This study uses a qualitative descriptive approach. The purpose of this study is to describe in detail the Marketing Public Relations strategy of Indyferyto Paket Pesta in increasing the number of consumers through Instagram in 2021. The theory used in the author's research is the relationship between public relations and marketing, marketing public relations strategy, and Instagram as a marketing public relations medium. . This research was conducted at the Indyferyto Paket Pesta Office on Jl. KH Ali Maksum Pelemsewu, Panggungharjo, Sewon Bantul, Yogyakarta, via Zoom Meeting and WhatsApp. Data collection techniques in this study were in-depth interviews and documentation of Indyferyto Paket Pesta. The results obtained in this study are Indyferyto Pesta Pesta using three stages, namely planning, implementation and evaluation. In implementing marketing public relations through Instagram, Indyferyto Paket Pesta applies three ways strategy, namely pull strategy, push strategy, and pass strategy. The pull strategy is in the form of public service advertisements, publicity related to wedding party package price posters, and maximizing Instagram features by using InstagramAds. Meanwhile, the push strategy is carried out by consistently uploading Instagram content every day, holding give aways in the form of candle light dinners, and holding promos on big days. Pass strategy at Indyferyto Paket Pesta is done by involving influencers or famous figures. The strategy pass implemented is pre-wedding education, education related to the use of traditional clothing, education related to health protocols, holding Beauty In Diversity events as a Competency Test event and introducing bridal clothing to the general public, holding vaccination events, acting as sponsorship of event performances & implementation talk shows. Paugeran Panggih Surakarta, and education related to the wedding service business conducted at SMKN 1 Bantul. The weakness in this strategy is that at the evaluation stage, when the evaluation only evaluates strategies in general, that is, only evaluations of programs that have been implemented. Regarding Instagram insight, it was not discussed in detail, not even included in the planning of marketing public relations strategies in measuring communication results, besides that the company did not consistently produce news or press releases issued by Indyferyto Paket Pesta.