PENGELOLAAN MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI DALAM UPAYA MENINGKATKAN MINAT BELI (Studi pada Pengelola Akun Instagram @sepatucompass)

In Indonesia, the business in the fashion field of Compass Shoes is a local brand originating from Bandung, West Java in 1998. Compass Shoes has a communication strategy that uses Instagram as its promotional media. The Instagram account @sepatucompass has 975 thousand followers, besides being used for promotional media, it is also used to introduce new articles or collaborations which is also used to increase engagement with customers. The purpose of this study was to find out how compass shoe managers use Instagram as a means of promotion in an effort to increase buying interest. The basis of the research is a qualitative descriptive research type based on Compass shoe managers using Instagram as a promotional tool in an effort to increase buying interest based on the theory of social media management through Instagram which consists of the Define the Value Proposition, Segmentation, Targeting, and Positioning, Operations and Positioning stages. Delivery Process and Measurement and Feedback. The samples in this study were the Creative Director & Product Designer of Compass shoes and the Social Media Strategist. The data were collected by interview, and analyzed by using qualitative data analysis with the validity of the data using source trangulation. The results showed 1) Instagram social media management for Compass shoes in increasing buying interest was carried out by emphasizing on Instagram social media managers that the main emphasis of Compass shoes was local shoe products. 2) forming a segment and the target market is young people with an age range of 15-25 years and this is formed assisted by the trend of pride in using domestic products (local pride) in 2017 and positioning them as market leaders. 3) maintain the Standard Operational Procedure in uploading content on Instagram accounts with a systematic flow. Then take advantage of the features of Instagram social media such as feeds, stories, reels that are regulated in frequency and time and use Instagram social media to increase buying interest by often exposing collaboration or collaboration with several companies or important figures. 4) pay attention to features from Instagram such as the number of likes, comments, and the number of people who view Instagram posts. This is also used to explain in more detail about the products being sold to attract buying interest from consumers