Abstract :

This study examines Instagram as a central platform in the marketing strategy of DRW Skincare at Rumah Cantik Cila. In the digital era, social media has evolved beyond communication functions to become an integrated marketing instrument encompassing targeting, branding, advertising, and social media management. Employing a qualitative descriptive case study approach, this research investigates how Instagram’s features and account management practices are utilized to enhance brand awareness, expand market reach, and maintain customer engagement. Data were collected through interviews, observation, and documentation involving the business owner and a social media specialist. The findings indicate that Instagram plays a pivotal role in supporting marketing performance through professional account management and the strategic use of features such as feeds, stories, reels, live streaming, and paid advertising. These tools enable Rumah Cantik Cila to access both local and international audiences while fostering interactive relationships with customers. The study also reveals that Instagram functions as a central hub integrating social media management, diverse promotional features, and wide market reach, which collectively support the implementation of targeting, branding, and advertising strategies in a cohesive framework. Overall, Instagram contributes not only to increased sales but also to sustained brand loyalty through consistent and strategic engagement. This study highlights Instagram’s significance as an effective digital marketing platform for small businesses in the beauty industry, offering practical insights for enterprises seeking to optimize social media–based marketing strategies.

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Keywords :

Case study, Digital Branding, Instagram, Marketing Communication Strategy, Skincare Industry, Small business, Social Media Advertising

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DOI: https://doi.org/10.46799/jsa.v4i7.671