STRATEGI PROMOSI MAZARAAT ARTISAN CHEESE DALAM MENINGKATKAN PENJUALAN MELALUI INSTAGRAM DI MASA PANDEMI TAHUN 2021

This research is about the promotion strategy carried out by Mazaraat Artisan Cheese in increasing sales through Instagram social media in the era of the Covid-19 pandemic in 2021. Instagram as a social media with diverse users is the right choice for Mazaraat Artisan Cheese in conducting promotions. The purpose of this study was to find out how the promotion strategy carried out by Mazaraat Artisan Cheese in making sales through Instagram social media. Mazaraat Artisan Cheese uses Fisher’s theory, namely online promotion strategies and social media management strategies, according to Irfan Ardiansyah. This research uses a descriptive qualitative research method. The results of the study show that Instagram as a medium for conducting online promotions can be an appropriate and fast promotion tool. In practice, Mazaraat Artisan Cheese pays attention to engagement analysis, namely by reposting using the Instagram story feature in implementing its promotional strategy. Mazaraat Artisan Cheese does repost recipe content activities that can attract followers to create new recipes using the products of Mazaraat Artisan Cheese so that the recipe can be displayed on Mazaraat Artisan Cheese’s Instagram story