The Utilization of Instagram Social Media in Increasing Market Segmentation in Palu City Boutiques
Mira Dani1), Andini Baso2), Risma Ramadani3), Sri Wanti4)

Faculty of Economics and Business, Tadulako University1.2.3.4

Abstract

This study aims to analyze the use of social media in increasing market segmentation in Palu City Boutiques. Especially the use of Instagram social media which is one of the platforms for businesses, especially in the fashion industry, to reach more specific target consumers. This study uses a qualitative descriptive method by taking the research subject at Arshop Boutique. The research data was collected through observation and direct interviews with Arshop Boutique managers. This research focuses on Instagram features implemented by Arshop Boutique to improve its market segmentation, such as image posts, videos, stories and paid promotions. The results of this study show that the effective use of social media can significantly increase reach and interaction with consumers, which ultimately has an impact on increasing boutique sales. Especially in the current era of globalization, making good use of social media is very helpful for companies in achieving their goals. The strategy carried out by Arshop Boutique as a fashion store that offers a variety of products ranging from tops and bottoms, accessories and cosmetics, to shoes, is the separation of Instagram accounts based on the categories of these products in a structured manner so that consumers can easily find what they are looking for. Based on these results, it was concluded that the use of social media is proven to contribute positively to increasing brand awareness and product sales potential to Arshop Boutique.

Keywords: Social Media, Market Segmentation

Topic: Marketing and Digital Marketing