PENGGUNAAN INSTAGRAM SEBAGAI MEDIA DALAM MENCAPAI KEPUASAN PELANGGAN(Studi Deskriptif Kualitatif Pada Akun @capcuzz_ )

The rapid development of social media is widely used by business actors to market their products. One of the most popular social media that used as a marketing media is Instagram. This social media is used by Capcuzz, one of the culinary business in Jogjakarta, to market its products. Researchers want to know how Capcuzz uses instagram as its marketing media by applying the features in instagram to the marketing mix (4P concept). Researchers take the title "Use of Instagram As Marketing Media of Culinary Products (Qualitative Descriptive Studies On Account @capcuzz_). This research uses descriptive qualitative research method with data collection method of observation, in-depth interview, and documentation. While the method of data analysis using the theory of Milles and Huberman and using triangulation techniques as data validation. The results show that, instagram could be a marketing media associated with the concept of 4P, for the current era in marketing a product, especially culinary products. Because instagram can provide an interesting visual, which makes it easy to market or introduce Capcuzz to a wider costumer easily. So, make it easy to achieve customer satisfaction. Keywords: Instagram, New media, Customer Satisfactio