EFEKTIVITAS PROMOSI PRODUK MINUMAN SUSU SAPI MEREK "SUSU MABA" MELALUI MEDIA SOSIAL INSTAGRAM

This study aims to determine the level of effectiveness of promotion of “Susu Maba” through social media Instagram and to determine the effect of age, education level, income level, total social media ownership, duration of social media access, frequency of current information, frequency of message feedback, level of message attractiveness, message style, clarity of information, motivation, and beliefs on the effectiveness of promotion of “Susu Maba” through social media Instagram. This research methods was quantitative with multiple linear regression models. Sampling technique was using convenience sampling and conducted using online questionnaire from 400 respondents. Data processing techniques of this study was using descriptive analysis, classical assumption test, and hypothesis test. Based on the analysis, the level of effectiveness of the promotion through sosial media Instagram was in the effective category. Data processing techniques used descriptive analysis, classical assumption test, F test, and T test. Based on descriptive analysis, the level of effectiveness of promotion of the @susu_maba brand of cow's milk beverage product was include in the effective category. Based on the F test, all factors influence the effectiveness of the promotion of cow's milk beverage products with the brand "Susu Maba" simultaneously. However, age, income level, and duration of social media access do not affect the effectiveness of promotion of “Susu Maba” drink partially. Key words: media effectiveness, Instagram, cow’s milk, promotion