AKTIVITAS KOMUNIKASI PEMASARAN KRIPIK OYEYE DJAMOER (Studi Pada UD. Yeye Djamoer Kabupaten Jawa Timur)

Based on the results of a survey conducted by Databoks in 2019, the average Indonesian people spend their time to open the internet for 516 minutes or 8 hours 36 minutes per day. With so many internet users in Indonesia the marketing process of a business through the internet looks very promising. Instagram is one of the digital media and is a very powerful promotional tool because it further maximizes its features for communication through images or photos that are part of New Media in the realm of Communication Studies. from here also businesses can take advantage of opportunities in plain sight. In addition, Instagram also attracts many interested people, especially from adolescents and more specifically students. With a culinary business currently spreading in Indonesia, UD. Yeye Djamoer also uses Instagram as a marketing medium. Aside from being a marketing medium, Instagram was chosen because it can expand the range of promotions and can target according to the desired target. The purpose of this research is to find out and describe the marketing communication strategies of Electronic Word of Mouth Oyeye Djamoer chips. The method used by researchers in this study is a qualitative research method that is researchers trying to explain and describe the problem of marketing communication strategies carried out by Oyeye Djamoer. The results showed that the integrated marketing communication strategy applied with the promotional mix element by Oyeye Djamoer there were five of the six elements of the overall promotional mix, namely, advertising strategies in the form of promotions through social media Instagram. Personal sales strategy in the form of the use of free time when meeting with family, friends or the environment. Sales promotion strategies in the form of giving away free product samples, discounted prices and sweepstakes, and finally the strategy is through internet / interactive marketing in the form of consumers can order via dm instagram / direct messages, display attractive instagram feeds and use of hashtag features ( #) as well as the use of direct marketing. One other element that is not implemented by UD. Yeye Djamoer is by using public relations or publicity