PERAN FOTO PRODUK DI SOSIAL MEDIA INSTAGRAM @PEMPEKBUNAN SEBAGAI MEDIA PROMOSI

This study aims to examine the role of product photography on the Instagram account @pempekbunan as a promotional medium to enhance consumer interest in the offered products. In the current digital era, where visual content dominates, social media platforms like Instagram have become essential tools for micro, small, and medium enterprises (MSMEs) to build brand identity and reach a broader audience in an interactive manner. Product photos function not only as visual documentation but also as persuasive tools that attract attention, shape perceptions of quality, and influence purchasing decisions. This research uses a qualitative approach with a descriptive method. Data collection techniques include in-depth interviews, observation, and documentation. The informants in this study consist of the business owner, social media administrator, and two active customers. The findings reveal that the quality of product photos posted on @pempekbunan plays a crucial role in creating a positive brand image, increasing consumer trust, and fostering active interaction between the brand and its audience. Appealing visual content, supported by relevant captions and hashtags, significantly enhances digital promotional strategies. The study concludes that visual content through Instagram significantly contributes to the effectiveness of promotional efforts and the success of marketing strategies for MSMEs in the age of new media. Therefore, consistent and professional visual content management is key to building customer loyalty and increasing sales.
Keywords: Product Photography, Instagram, Social Media, Promotion, MSMEs, @pempekbunan