Promotion Strategy of @hobimakangarut Instagram Account to Increase Sales

This research is motivated by the large amount of competition in the culinary business, this competition makes business people compete to carry out promotions in various ways, one of which is using the social media Instagram. There are still many culinary business actors who have not used or utilized social media properly and correctly. The aim of this research is to explain the promotional strategy carried out by @hobimakangarut in promoting culinary delights using the Marketing Mix 4C Context, Communication, Collaboration and Connection approach. The research method used in this research is a descriptive method with a qualitative approach. Data collection techniques use in-depth interviews, literature study, documentation and observation. The subjects in this research were business actors who had promoted the Instagram account @hobimakangarut, totaling 2 business actors and 3 managers @hobimakangarut. The research results show that aspects of the Context approach always pay attention to managing language structure, conveying information, characteristics and clarity in every content posted through a photo or video. In Communication @hobimakangarut utilizes various features to communicate with followers, such as feeds, reels, comments columns, direct messages, insta stories, Instagram live and question boxes. Collaboration applies the tagline "guys guys guys". @hobimakangarut connection by regularly uploading content every day. The conclusion is that business actors who have carried out promotions on the Instagram account @hobimakangarut have experienced an increase in sales.