STRATEGI PROMOSI JOEBILLY GUITARS YOGYAKARTA DALAM MENARIK MINAT BELI MELALUI MEDIA INSTAGRAM 2021

This study examines the Promotion Strategy of Joebilly Guitars Yogyakarta in Attracting Purchase Interest through Instagram Media. Joebilly Guitars is a musical instrument shop that sells various musical instruments, especially guitars, besides guitars there are also guitar accessories such as guitar straps, guitar picks, guitar strings and others related to guitar. The research method used is a descriptive method with a qualitative approach. Qualitative research is an approach in which research proposals, processes, go to the field, analyze information and conclude information on data sources through interviews and documentation. This study uses a marketing communication theory framework to analyze the promotions carried out by Joebilly Guitars. The results of this study found that Instagram as an online promotion tool can be used as a tool to stimulate consumers to buy products to increase sales of Joebilly Guitars. Marketing or promotion carried out by Joebilly Guitars aims to increase sales through Instagram social media. In addition, Joebilly also attracts new consumers in marketing activities. The Instagram-based promotional strategy carried out by Joebilly Guitars turned out to have a good impact, so that one of Indonesia's well-known guitarists, Piyu from Padi Reborn bought one of the guitar products sold at Joebilly, and this was able to provide awareness to the markets to be more interested in Joebilly. Guitars.