Implementation Of Digital Marketing Through Instagram In Improving Marketing Communication of Al-fath Muslim Lifestyle (A Case Study in Margaria Group)

Abstract

This study aims to explore the marketing communication strategy employed by Al-Fath through digital marketing on Instagram. Utilizing a qualitative descriptive research approach, the researcher emphasizes the depth of data collection over quantity, as outlined by Kriyantono (2006). The study seeks to elucidate the processes involved in marketing communication, particularly through the lens of Instagram as a social media platform. Data collection techniques include triangulation, ensuring a comprehensive understanding of the subject matter. The findings, derived from observations and interviews, highlight the application of digital marketing strategies that Al-Fath has implemented on Instagram. In an increasingly competitive and dynamic digital landscape, businesses must adapt their marketing strategies to be more consumer-oriented to sustain their operations and effectively compete. Instagram, chosen for its popularity among Al-Fath's target demographic of teenagers and active social media users, serves as a vital marketing tool. The content shared includes photos and videos via instafeed and instastory features, alongside customer-generated content that is reposted to foster indirect interaction and promotion.