Optimizing the Social Media Promotion through Instagram: A Qualitative Research Study at MSME Charisma Gold & Jewellery

Abstract

Jewelry business is one of the craft business categories which is related to precious metal industry. Jewelry industry continues to develop and provide broad business opportunities. There are various types of jewelry products, such as rings for special events such as weddings, jewelry with custom designs, or precious metals that are used as an investment instrument. This study focuses on MSME Charisma Gold & Jewellery. This study aims to optimize Instagram as a digital marketing channel, and it can increase the digital market. The study is conducted using qualitative method, which data are obtained by observation, in-depth interviews, surveys, and focus group discussions. Based on the data and analysis, there has been lack of promotion activities and limited used of Instagram owned by Charisma Gold & Jewellery. The result of this research is a set of correction steps taken to increase promotional activities through Instagram for business purpose which lead to increase exposure for MSME Charisma Gold & Jewellery. The following are steps taken in optimizing social media promotion through Instagram: switch to business account, profile configurations, choosing the caption and hashtag, product photo taking, develop the guideline of Instagram post, and creating calendar of posting schedule. Results obtained after the suggested improvements among others an increase of user interactions, increase of user discoveries on uploaded content, and increment of account followers.