Penerapan Integrated Marketing Communication Pada Instagram Orlena Untuk Meningkatkan Minat Beli Konsumen

Abstract

  The rapid growth of social media has transformed marketing communication strategies, particularly in the competitive culinary industry. Instagram, with its strong visual appeal, has become a key platform for businesses to build brand image and influence consumer purchase intention. This study aims to analyze the application of Integrated Marketing Communication (IMC) strategies on Orlena’s Instagram in order to increase consumer purchase interest. Using a qualitative descriptive method, data were collected through observation, in-depth interviews with the owner and consumers, as well as documentation of Instagram content, consumer reviews, and promotional activities. The findings reveal that Orlena implements all key elements of IMC, including personal selling, advertising, sales promotion, direct marketing, word of mouth, events and experiences, interactive marketing, and public relations. These strategies are executed through direct interaction on social media, digital advertising via Instagram Ads, Facebook Ads, and YouTube Shorts, promotional activities such as giveaways, and participation in bazaars. The integration of these approaches has successfully built brand awareness, improved engagement, and fostered emotional closeness with consumers. In conclusion, the consistent application of IMC through social media strengthens brand image and significantly enhances consumer purchase intention.