Building a Caramia Brand Image Through Circular Model Instagram @Caramiastore at Social Media

Abstract

Increasing in technology and information development in the world is currently now runs further and rapidly in a digital technology. It is also happened in ith developments in the field of communication technology. Instagram is one of the social media that is the most number of user in the world, there is also an increase in the number of users in Instagram, including business people who use Instagram as a marketing tool. This study aims to determine marketing communication strategies through Instagram social media in building a brand image on @Caramiastore. The method used is primary data with collecting data in the form of in-depth interviews. The results of the study show that the @caramiastore.id Instagram account has implemented a consistent marketing communication strategy through social media Instagram. The marketing communication strategy is carried out through consistent advertising, promotion, personal selling and public relations on the Instagram they manage in building a brand image