Komunikasi Pemasaran Barberking Barbershop Dengan Memanfaatkan Media Sosial Instagram Dalam Mempromosikan Produk Dan Layanan

The objective of this study is to analyze the marketing communication strategies implemented by Barberking Barbershop via the Instagram social media platform in the promotion of its products and services. Employing a qualitative descriptive methodology, purposive sampling was utilized for participant selection. Primary data were obtained through in-depth interviews, direct observations, and document analysis with the Operations Manager and Head of Digital Marketing at Barberking Barbershop serving as principal informants; secondary data were derived from pertinent scholarly journals and articles. The findings indicate that Barberking Barbershop utilizes Instagram as the principal instrument for enacting marketing communication, operationalizing the AIDA model (Attention, Interest, Desire, Action) in conjunction with promotional mix components namely direct marketing, advertising, sales promotion, and interactive marketing to advance its offerings. This strategic integration of the AIDA framework with promotional mix elements has demonstrably augmented brand awareness and cultivated customer trust, thereby fostering greater utilization of Barberking Barbershop's products and services.