Peran Peran Sosial Media Instagram Sebagai Media Komunikasi Bisnis dalam Peningkatan Penjualan Brand “Sevatu” di Tasikmalaya

Abstract

The rapid development of technology, information and communication eliminates the boundaries of time and space. The internet, a result of scientific and technological advances, continues to grow, accompanied by an increase in digital marketing trends. Instagram is becoming a popular social media for businesses, including the brand “Sevatu” in Tasikmalaya, which utilizes Instagram as the main promotional media to significantly increase sales. This research uses a qualitative method. This research was conducted with data collection techniques through interviews. Interviews conducted to business owners or managers. The rapid development of information and communication technology affects various aspects of life, including business. Social media, originally used for personal communication, is now an effective marketing tool. Instagram, with interactive features such as Stories and Reels, helps businesses reach a wide audience, build brand image, and increase sales, as in the shoe brand “Sevatu”.Based on research conducted on the Sevatu shoe brand in Tasikmalaya, it was found that the role of Instagram social media as a business communication media has a significant impact on improving marketing quality. The use of Instagram contributed 70-80% to the increase in marketing of Sevatu shoe products, with various features available on Instagram, such as advertising features and interaction with customers, which proved effective in supporting and increasing sales.