Analisis Marketing Strategy Melalui Media Sosial pada Produk Premium Leather Bag

Abstract

Marketing Strategy continues to experience development, especially in this digital era. The practice of managing an online store is called a marketing strategy through social media. In terms of the marketing function for fashion products, product samples are needed which are then referred to as product catalogs to support the sustainability of PT. Alra Makmur Cahaya Selaras, which is engaged in fashion products, especially premium leather bag products, carries out these marketing activities on social media applications, which for the past five years are still the applications with the most users, namely Instagram. In its management, PT. Alra Makmur Cahaya Selaras uses Instagram as a place to reach the premium leather bag market segment. The purpose of this study is to analyze marketing strategies through social media, especially on the Instagram application from PT. Alra Makmur Cahaya Selaras and how to manage it. This research was conducted by researchers within a period of three months to review the effect of the Instagram application on the marketing cycle of PT. Alra Makmur Cahaya Selaras as well as monitoring several features that may affect the marketing process. The research method used is descriptive qualitative which will then be detailed in the results and discussion section of the research, namely regarding appropriate and effective marketing strategies in managing Instagram social media owned by PT. Alra Makmur Cahaya Harmonious.