STRATEGI KOMUNIKASI PEMASARAN LUMINA STORY MELALUI MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada Akun Instagram @luminastory)

This research is entitled "LUMINA STORY MARKETING COMMUNICATION STRATEGY THROUGH INSTAGRAM SOCIAL MEDIA" (Qualitative Descriptive Study on @luminastory Instagram Account). The purpose of this study is to find out how the marketing communication strategy of photography and videography vendors is carried out by Lumina Story in marketing and introducing products or services to consumers through Instagram social media seen from 5 forms of promotion mix, namely: Advertising, Sales Promotion (sales promotion), Public Relations (public relations), Personal Sales (personal selling) and Direct Marketing (direct marketing). This study uses a qualitative descriptive approach with the theory of integrated marketing communication (IMC) from Larry Percy. Research data collection techniques through observation, interviews, documentation and literature study. Informants in this study involved a total of 9 informants (owner, head of production Lumina Story, marketing department of Lumina Story, expert in marketing, lecturer of Communication Sciences Fisip Unpas, consumers and followers of Lumina Story Instagram account). The results obtained regarding the marketing communication strategy carried out by Lumina Story on its Instagram social media, 1) Lumina Story uses various advertising strategies such as posting photos and videos using Instagram ads. 2) Sales promotion strategy used through discounts, vouchers and cashback. 3) Public relations strategy carried out through fast and friendly responses on social media, reposting posts and stories from consumers, displaying positive reviews from consumers. 4) The personal selling strategy is carried out by offering directly at certain events such as exhibitions, bazaars and workshops. 5) Direct marketing strategies carried out through social media facilities such as Instagram, Whatsapp and also to friends or closest people. Keywords: Marketing Communication Strategy, IMC, Instagram, Lumina Stor