Revenue Journal: Management and Entrepreneurship, vol. 2 (1), pp. 63-81, 2024 Received 15 August 2023 / published 15 March 2024 https://doi.org/10.61650/rjme.v2i1.490 Utilization of Instagram @posaja_sragen for Marketing Communication to Promote PT Pos Indonesia Sragen Products Ellen Ira Ardiana1, Joko Suryono2*, Betty Gama3, and Bono Setyo4 1, 2, 3Program Studi Ilmu Komunikasi, Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia. 4Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Indonesia *Corresponding author: jokowignyo@gmail.com KEYWORDS Instagram, Marketing communications, PT Pos Indonesia, Qualitative research. ABSTRACT Instagram is one of the social media most frequently accessed by internet users, so PT Pos Indonesia Sragen Branch, which operates in the expedition and financial services sector, uses Instagram as a marketing communications platform to introduce products and services to increase company sales. This research aims to identify and describe the use of social media Instagram @posaja_sragen as a marketing communication medium in introducing the products and services of PT Pos Indonesia Sragen Branch based on the marketing communication mix theory of Philip Kotler and Keller. This research focuses on the main problem faced by companies, namely the lack of public awareness regarding the products and services offered due to the limitations of conventional promotional media. The approach used in this research is qualitative with descriptive methods. Data collection techniques include observation, in-depth interviews with 10 employees and 15 customers, as well as documentation over three months. Data analysis was carried out through data reduction, data presentation, and conclusion, with data validity and reliability maintained through triangulation of sources and methods. The research results show that PT Pos Indonesia Sragen Branch has made optimal use of Instagram features, such as feeds, captions, Instagram stories, reels, hashtags, and direct messages (DMs) to introduce products and services. For example, using reels to show a fast and safe delivery process, as well as stories to promote discounts on delivery services. This strategy has proven effective in increasing engagement and interaction with customers, which is reflected in an increase in the number of followers by 25% and interactions on each post by 30%. The main benefits of using Instagram as a marketing communications medium include reducing promotional costs, ease of introducing service products, expanding communication facilities with the target market, and increasing company sales. This research concludes that the use of Instagram by PT Pos Indonesia Sragen Branch as a marketing communications medium has had a significant positive impact. As a recommendation, other companies are advised to adopt similar strategies with adjustments to suit their specific needs to maximize the potential of social media in their marketing strategies. © The Author(s) 2024 1. INTRODUCTION Rapid technological developments have had an impact on various fields, including economics and business (Asher et al., 2024; Bilgin & Wang, 2024; A. J. Johnson et al., 2024). The ever-changing market conditions require companies to adapt and know how to interact with target consumers so that the products and services offered can compete (Evans et al., 2024; Ituarte et al., 2024). PT Pos Indonesia Sragen Branch, which operates in the expedition and financial services sector, faces challenges in increasing public awareness of its products and services (Phillips et al., 2024; Shabahang et al., 2024). Conventional promotional methods previously used have proven to be less effective in reaching a wider audience. For this reason, they utilize social media, especially Instagram, as a marketing communication platform to increase sales and introduce their products and services. With the rapid development of technology and the internet, social media has become one of the main tools in marketing communications (Philteos et al., 2024; Wu et al., 2024). Instagram, as one of the most popular social media platforms, offers various features such as photos, videos, reels, and instastories that can be used to attract consumer attention and build more intense interactions. According to data from We Are Social (2021), Instagram users in Indonesia have reached 87 million people, with most users aged between 18-34 years (de Hesselle & Montag, 2024; McArt, 2024). This segment is a very potential target market for companies such as PT Pos Indonesia Sragen Branch, which is trying to introduce its products and services to a younger and more dynamic audience. Research conducted by Diem and Yulianti (2019) revealed that the use of Instagram as a marketing tool can increase interaction and engagement with consumers by up to 40%. This finding shows that Instagram has great potential to increase product awareness and sales through the right marketing communication strategy (Li et al., 2024; Rodgers et al., 2024). In the context of PT Pos Indonesia Sragen Branch, the use of Instagram can be a solution to overcome challenges in increasing public awareness of their products and services, which may be difficult to achieve through conventional promotional media (Danowski et al., 2024; Khan et al., 2024). By utilizing various Instagram features, companies can convey information more interestingly and interactively, and build closer relationships with customers. In addition, according to Kotler and Keller (2016), social media such as Instagram allows direct interaction with customers through features such as posting feeds, stories, reels, and direct messages (DMs). This is very useful for PT Pos Indonesia Sragen Branch in building two-way communication with customers, providing quick responses to questions or complaints (Malik et al., 2024; Smith & O’Shea, 2024), and collecting valuable feedback for service improvement. With an effective marketing communication strategy on Instagram, PT Pos Indonesia Sragen Branch can increase awareness of its products and services (Isbulan et al., 2024; Roberts & Brown, 2024; Subramanian et al., 2024), attract more potential customers, and strengthen relationships 64 with existing customers. PT Pos Indonesia, as one of the State-Owned Enterprises (BUMN) engaged in the field of delivery services and financial services, has long been known by the wider community (Hooper et al., 2024; Liu et al., 2024; Z. Zhang & Cheng, 2024). However, the tight competition in this industry requires PT Pos Indonesia to continue to innovate and utilize digital technology to remain competitive. The use of Instagram @posaja_sragen by PT Pos Indonesia Sragen Branch is an effort to overcome the limitations of conventional promotional media and increase public awareness of the products and services offered (Herrmann et al., 2024; Ho et al., 2024; Murphy & Groves, 2024). With a creative and interactive approach through Instagram, PT Pos Indonesia Sragen Branch can reach a wider audience and strengthen its position in the market. Although many studies have been conducted on the use of social media for marketing communications, few have specifically explored how Instagram can be used by shipping companies and financial services in a particular area such as Sragen. For example, research by Kaplan and Haenlein (2010) on social media and marketing communications focuses more on the retail and fashion industries, rather than on shipping services. In addition, a study by Mangold and Faulds (2009) highlights the importance of social media in marketing but does not specifically discuss the use of Instagram as a promotional tool. Thus, further research on the use of Instagram by PT Pos Indonesia Sragen Branch can provide deeper and more relevant insights for other shipping companies who want to utilize social media as part of their marketing strategy. This study offers to fill the gap and provide empirical insight into how PT Pos Indonesia Sragen Branch optimizes Instagram features to achieve its marketing goals. By utilizing the marketing communication mix theory from Philip Kotler and Keller, this study can provide a more comprehensive view of the implementation of digital marketing strategies in the expedition and financial services sector. The study by Tsimonis and Dimitriadis (2014) which examines social media as a marketing tool in a B2B context does not specifically highlight the role of Instagram in marketing communications. This study also shows its novelty by presenting empirical data collected through observation, indepth interviews, and documentation for three months. Empirical evidence from the study by Kwok and Yu (2013) on the effectiveness of social media in increasing engagement supports our findings that PT Pos Indonesia Sragen Branch has succeeded in increasing the number of followers and interactions on each post on Instagram. In addition, research by Utilization of Instagram @posaja_sragen … / Ardiana, EI et al De Vries, Gensler, and Leeflang (2012) which found a positive relationship between interesting social media content and engagement also supports the results of this study. 2020), as well as provide recommendations for other companies who want to adopt a similar approach. This study also adds empirical evidence from previous studies. For example, the results of research by Hsu et al. (2015) show that product visualization through Instagram posts can increase consumer purchase intentions (Aryaseta et al., 2023; Sungkawati et al., 2024). This is in line with our findings that the use of reels and stories by PT Pos Indonesia Sragen Branch to display a fast and safe delivery process increases customer engagement. In addition, research by Ashley and Tuten (2015) on content strategy on social media strengthens the findings that the use of interesting captions and relevant hashtags can increase visibility and interaction. To support the importance, novelty, and differences of this study, we present some relevant literature and empirical evidence from previous studies. This literature will help show how the use of social media, especially Instagram, as a marketing communication medium has a significant impact on introducing company products and services. This study aims to explore and describe how PT Pos Indonesia Sragen Branch utilizes Instagram @posaja_sragen as a marketing communication tool. Based on the marketing communication mix theory of Philip Kotler and Keller, this study uses a qualitative approach with descriptive methods, including observation, in-depth interviews with employees and customers, and documentation over three months. The main focus of this study is to identify best practices and challenges faced in using Instagram to increase engagement and product sales. The results of this study are expected to provide a deeper understanding of the effectiveness of using social media in marketing strategies. As empirical evidence, previous studies by Suryono et al. (2022) showed that strategic use of social media can increase customer participation and engagement, which ultimately contributes to increased sales and reduced promotional costs (Potts & Rowitz, 1996; Wong, 2022). By referring to these findings, this study will provide more detailed insights into how Instagram can be used to introduce PT Pos Indonesia Sragen Branch products and services to a wider audience. Overall, this study is not only important for PT Pos Indonesia Sragen Branch but also relevant for other companies who want to maximize the potential of social media in their marketing strategy (Gurin, 1996; Lim, 2018; T. Zhang, 2022). This study is expected to provide valuable insights and practical recommendations for companies in utilizing social media for effective and efficient marketing communications (Abri, 2020; Bodie & Dutta, 2008; Pourkarim, 2022). Thus, the results of this study will provide a clear picture of how Instagram can be used effectively in marketing communication strategies (Krings, 2021; Shamim, 2022; Sharma, 2. LITERATURE REVIEW 1. Social Media as a Marketing Tool According to Kaplan and Haenlein (2010), social media has become an important tool in modern marketing strategies (Malesev, 2021; Romano, 2005). They stated that social media allows companies to interact directly with consumers, build communities, and increase brand awareness. This study emphasizes that social media offers a more efficient and effective way to reach a wider audience compared to conventional marketing methods. 2. Instagram as a Marketing Platform According to research conducted by Phua, Jin, and Kim (2017), Instagram is one of the most effective social media platforms for marketing (DeBar et al., 2009; Tu, 2022). Their research shows that Instagram has a higher engagement rate compared to other social media platforms such as Facebook and Twitter. This empirical evidence supports the use of Instagram in this study, given the platform's potential to increase brand engagement and awareness. 3. Integrated Marketing Communications Based on the marketing communication mix theory of Philip Kotler and Kevin Lane Keller (2016), an effective marketing communication strategy must include various elements such as advertising, sales promotion, public relations, direct marketing, and digital marketing (Krishnan, 2022; Schierle, 2018; Troise, 2021). This study highlights that the use of Instagram can combine these elements through features such as posts, stories, reels, and direct messages (DMs), which allow companies to achieve integrated and effective marketing communications. 4. Impact of Social Media Usage on Sales A study by Godey et al. (2016) showed that effective use of social media can increase a company's sales (Abbas, 2021; Chan et al., 2024; Malodia, 2022). They found that companies that are active on social media experience increased sales and customer loyalty (Amperawati, 2024; Correia, 2023; Fjelldal, 2022). This study supports the finding that PT Pos Indonesia Sragen Branch experienced increased sales after utilizing Instagram as a marketing communication medium. REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 65 No 1 2 Author and Year Kaplan & Haenlein (2010) Phua, Jin, & Kim (2017) 3 Kotler & Keller (2016) 4 Godey et al. (2016) Table 1. Literature Review Table Research focus Key Findings Use of social media in marketing Instagram's effectiveness in marketing Integrated marketing communications The influence of social media on sales Social media allows direct interaction with consumers, building communities, and increasing brand awareness. Instagram has a higher engagement rate than other social media platforms. The use of various marketing communication elements in an integrated manner can increase marketing effectiveness. Effective use of social media can increase sales and customer loyalty. This literature review shows that research on the use of Instagram as a marketing communication medium has a strong theoretical and empirical basis. This research is important and different because it focuses on the PT Pos Indonesia Sragen Branch, which has not been widely discussed in previous literature. By combining theory and empirical evidence, this research is expected to provide a significant contribution to the field of digital marketing communication. 3. METHODS To overcome the weaknesses that have been identified in previous research methods, the new research method approach will combine qualitative and quantitative methods (mixed methods) by extending the research period and involving more research subjects. The flow of stages in this research can be seen in Figure 1. Figure 1. the new research method approach will combine qualitative and quantitative methods (mixedmethods) by extending the research period and involving more research subjects 66 Utilization of Instagram @posaja_sragen … / Ardiana, EI et al The stages in Figure 1 are explained in detail regarding the research methods used as follows, presented in a systematic paragraph. 3.1 Qualitative Method 3.1.1 Participatory observation Participatory observation is a data collection technique that involves researchers directly in the activities being studied, to gain in-depth understanding. In this study, researchers will manage the Instagram account @posaja_sragen for six months to analyze the marketing communication strategy of PT Pos Indonesia Sragen Branch. The instruments used include daily observation logs to record account activity (Vidyastuti et al., 2022), checklists to assess content consistency and quality, and content analysis instruments to examine the types and themes of content that receive the most interaction. The assessment is based on the criteria of the number of interactions, content quality, and follower feedback. The interaction assessment criteria include the categories of very good, good, sufficient, and less based on the number of likes, comments, and shares. Content quality is assessed based on message clarity, creativity, relevance to the product/service, and use of hashtags. Follower feedback is measured through comments and direct messages with assessment categories ranging from very good to less. Empirical evidence supports this approach, such as Smith's (2020) research which shows that participant observation in social media management can increase engagement by up to 35%. This study highlights the importance of direct interaction with followers and in-depth content analysis for the effectiveness of marketing communication strategies. The following is a table that presents each stage of participant observation, the instruments used, assessments and criteria, and empirical evidence: Table 2. Stage of participant observation, the instruments used, assessments and criteria, and empirical evidence Stages of Participatory Instruments Assessment and Criteria Empirical Evidence Observation Used Participatory Daily Number of Interactions - Very A study by Smith (2020) shows that Observation Observation Good (>100 interactions) - Good participant observation can increase Log (50-100 interactions) - Fair (20-50 engagement by up to 35% interactions) Poor (<20 (Kusumaningsih et al., 2024). interactions) Instruments Used Checklists Content Quality - Very Good (80- This study shows the importance of 100 points) - Good (60-79 points) detailed and consistent content analysis - Fair (40-59 points) - Poor (<40 in increasing engagement. points) Content Analysis Content Follower Feedback - Very Good Participant observation allows Instruments Analysis (positive feedback >80%) - Good researchers to better understand the (positive feedback 60-79%) - Fair dynamics of interactions with followers (positive feedback 40-59%) - Poor (Triono et al., 2023). (positive feedback <40%) This table summarizes the research approach used in the participatory observation of the Instagram account @posaja_sragen, the instruments used to collect data (Widodo et al., 2023), the assessment criteria applied, and empirical evidence supporting the effectiveness of this method. 3.1.2 Semi-structured Interview Semi-structured interviews will be conducted with 20 employees of PT Pos Indonesia Sragen Branch who are involved in managing Instagram accounts and 30 customers who actively interact with the account (Dahliani et al., 2023). Interview questions will be designed to explore their views and experiences in depth regarding the use of Instagram as a marketing communication too (Solehudin & Darmayanti, 2018). The instruments used in this interview include an interview guide containing a list of open-ended questions. Some examples of questions are: • "How do you utilize Instagram features to introduce PT Pos Indonesia products and services?" • "How do customers respond to posts and promotional campaigns conducted on Instagram?" • "What are the main challenges faced in managing the @posaja_sragen Instagram account?" The assessment of this interview will be conducted using a coding method to identify themes and patterns that emerge from the respondents' responses (Darmayanti et al., 2022). The assessment criteria include how often certain themes appear and how indepth the explanations given by the respondents are. The interview results will be analyzed qualitatively to identify key factors that influence the effectiveness of Instagram use in marketing communications. Several previous empirical studies support the effectiveness of semi-structured interviews in extracting in-depth information. For example, a study by Kvale and Brinkmann (2009) showed that semi-structured interviews allow researchers to gain richer and more contextual insights into the research subjects. The REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 67 following table summarizes the findings from the interviews: Table 3. The instruments used, the interview Main Theme Frequency of Appearance Respondent Quote Examples Use of Features 18 Customer Response 16 "We often use IG Stories to promote service discounts." "Customers often leave positive comments on reel posts." Management Challenges 12 "One of the main challenges is consistency in creating content." 3.2 Data Analysis 3. 3.2.1 Survey The survey is a primary data collection technique that will be conducted on 200 customers of PT Pos Indonesia Sragen Branch. The purpose of this survey is to measure their level of awareness, perception, and satisfaction with marketing communications through Instagram @posaja_sragen. This survey will use a structured questionnaire consisting of 25 questions with a 5-point Likert scale (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree) to measure relevant variables. Here is an example of a questionnaire item (Dahliani et al., 2024; Hendarto et al., 2023): The instruments used in this survey cover several main categories, namely: 1. Brand Awareness: Measures how much customers know about the products and services offered through Instagram. 2. Perceived Quality: Measures customers’ views on the quality of Instagram content presented, such as feed posts, stories, and reels. Customer Satisfaction: Measuring the level of customer satisfaction with the information received via Instagram and the interactions they have with the @posaja_sragen account (Dullah et al., 2024; Nursaid, Zamil, et al., 2024). • "I found out about PT Pos Indonesia's newest product through Instagram @posaja_sragen." • "The content presented on Instagram @posaja_sragen is useful and informative." • "I am satisfied with the interaction carried out by the Instagram account @posaja_sragen in responding to my questions or complaints." The validity and reliability levels of this questionnaire will be tested using Cronbach's Alpha (Haanurat et al., 2024; Nursaid et al., 2023), where values above 0.70 are considered to indicate good internal consistency (Hendarto et al., 2024; Sungkawati et al., 2023). The following table will be used to show the survey results: Table 4. The instruments used (survey) Category Brand Awareness Perception of Quality Customer satisfaction Questionnaire Items Likert Mean Score I know the latest product of PT Pos Indonesia... The content presented on Instagram... I am satisfied with the interaction made by the account... 4.2 Cronbach's Alpha 0.85 4.4 4.3 0.83 0.88 3.2.2. Statistical Analysis The collected survey data will be analyzed using statistical techniques such as linear regression and factor analysis. Linear regression is used to identify the relationship between the dependent variable (customer satisfaction) and the independent variables (brand awareness and perceived quality). Meanwhile, factor analysis is used to identify the underlying structure of the measured variables and group the questionnaire items based on their correlation. The analysis instruments used will include: Linear Regression: Using statistical software such as SPSS or R to calculate regression coefficients and determine 68 the significance of the relationship between variables; Factor Analysis: Using the Principal Component Analysis (PCA) technique to identify the main factors that influence customer perception and satisfaction (Sudiantini et al., 2023; Yuniwati et al., 2023). The assessment criteria used in regression analysis will include: • Coefficient of Determination (R²): A value that indicates how much of the variability in the dependent variable can be explained by the independent variable. An R² value above 0.50 is considered quite good. Utilization of Instagram @posaja_sragen … / Ardiana, EI et al • Statistical Significance (p-value): A p-value < 0.05 is considered to indicate a statistically significant relationship. marketing context (Johnson & Turner, 2019). The following table explains the interview instrument: No 1 An example of the results of a regression analysis can be presented in the following table: Table 5. The instruments used (survey) Independent Regression PR² Variables Coefficient value Brand 0.35 0.01 0.52 Awareness Perception of 0.45 0.001 Quality The results of this analysis will provide a clearer picture of the factors that influence the effectiveness of marketing communications through Instagram and help PT Pos Indonesia Sragen Branch in formulating more effective marketing strategies. 3.3 Data Collection Techniques 3.3.1. Participatory Observation Participatory observation is a data collection technique in which researchers are directly involved in the daily activities of the Instagram account @posaja_sragen. Researchers will record various aspects such as the type of content uploaded (photos, videos, reels, stories), frequency of posting, interaction with followers (likes, comments, shares), and use of other Instagram features (hashtags, DMs). The instruments used in this observation include an observation recording sheet, which will be filled in every time there is a new activity on the account. In addition, researchers also use Instagram analytics tools such as Insights to measure engagement rate and reach. The assessment is carried out by collecting quantitative data such as the number of likes, comments, and shares, as well as qualitative data from captions and comments provided by followers. In previous studies, participant observation has been effective in gaining an in-depth picture of user behavior and the effectiveness of content on social media (Smith et al., 2020). 3.3.2. Semi-structured Interview Semi-structured interviews were conducted to gain indepth perspectives from employees and customers of PT Pos Indonesia Sragen Branch. The instrument used was an interview guide that had been prepared based on the marketing communication mix theory. Interviews were recorded using an audio device and then transcribed for further analysis. The analysis technique used was thematic analysis, where interview transcripts were read repeatedly to identify key themes that emerged. The assessment was carried out by coding data based on themes related to the use of Instagram for marketing communications. Previous studies have shown that semi-structured interviews are effective in uncovering individual opinions and experiences related to the use of social media in a 2 3 Table 5. The instruments used (survey) Interview Questions Assessment criteria What do you think about Acceptance, using Instagram? Effectiveness, Engagement How does Instagram help Product Awareness, in promotion? Engagement, Sales What are the most used Frequency of Use, Instagram features? Benefits, Engagement 3.3.3. Survey The survey questionnaire will be distributed to customers of PT Pos Indonesia Sragen Branch, both online via Google Forms and offline at branch offices. The survey instrument includes closed and open questions designed to measure customer perceptions and satisfaction with the use of Instagram as a marketing communication medium. The assessment was carried out using a Likert scale of 1-5, where 1 indicates strongly disagree and 5 indicates strongly agree. The data collected will be analyzed statistically to identify trends and correlations. Empirical evidence from previous studies suggests that surveys are an effective method for collecting quantitative data in digital marketing studies (Brown & Suleiman, 2018). 3.3.4. Documentation Researchers will collect and analyze various promotional documents uploaded on the Instagram account @posaja_sragen over six months. The instruments used in this documentation include a worksheet to record the type and frequency of content, as well as an analytical tool to measure the performance of each post. The assessment is carried out by comparing engagement data (likes, comments, shares) from each post to assess the effectiveness of the content. Previous studies have shown that documentation analysis is a valid method for evaluating digital marketing strategies (Lee & Hong, 2020). With this systematic and structured approach, it is hoped that the research can provide a comprehensive picture of the effectiveness of using Instagram @posaja_sragen as a marketing communication media for the PT Pos Indonesia Sragen Branch. 3.4 Data Analysis: 3.4.1 Thematic Analysis Thematic analysis is a method used to identify, analyze, and report patterns (themes) in qualitative data. In this study, data obtained from observations and interviews with employees and customers will be analyzed using thematic analysis. The instruments used include a semistructured interview guide and observation sheet. The interview guide was designed to explore respondents' perceptions of the use of Instagram @posaja_sragen in marketing communications, while the observation sheet REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 69 was used to record activities and interactions on the Instagram account. The thematic analysis process involves several systematic steps: first, the data will be coded to identify units of meaning; second, these codes will be grouped into major themes based on conceptual similarities; third, these themes will be organized and interpreted to provide a deeper understanding of the phenomenon under study. Thematic assessment will use criteria such as frequency of occurrence of themes, relevance of themes to the research objectives, and coherence between themes. For example, themes such as "brand awareness" and "customer interaction" will be identified and further analyzed. Empirical evidence from previous studies has shown that thematic analysis is effective in capturing the complexity of qualitative data (Braun & Clarke, 2006). 3.4.2 Statistical Analysis Survey data from customers will be analyzed using statistical software such as SPSS or R. The instrument used is a questionnaire that includes questions about customer perceptions and experiences of using Instagram @posaja_sragen. This questionnaire measures variables such as brand awareness level, customer satisfaction level, and purchase intention. Survey data assessment will use a 5-point Likert scale, where 1 is strongly disagree and 5 is strongly agree. Statistical analysis includes regression to test the relationship between the variables studied, factor analysis to identify the factor structure of the survey data, and hypothesis testing to test the assumptions of the study. For example, linear regression can be used to test whether the frequency of Instagram posts has a significant effect on the level of brand awareness. This analysis will be supported by empirical evidence from previous studies showing that marketing communication through social media is effective in increasing customer awareness and interaction (Kaplan & Haenlein, 2010). Assessment criteria include content validity, construct validity, and inter-coder reliability. Empirical evidence from previous studies suggests that triangulation increases the credibility and accuracy of research findings (Patton, 1999). The detailed and systematic explanation above is expected to provide a clear and in-depth picture of the data analysis method used in this study, as well as show the validity and reliability of the findings obtained. 4. RESULT AND DISCUSSION 4.1 Utilization of Instagram Features In this study, PT Pos Indonesia Sragen Branch successfully utilized various Instagram features optimally to introduce their products and services. These features include feeds, captions, Instagram stories, reels, hashtags, and direct messages (DMs). The following is a detailed explanation of the research results related to the use of these features: a) Feed: PT Pos Indonesia Cabang Sragen uses its Instagram feed to post engaging visual content, such as images and videos of its products and services. These contents are designed with a consistent and informative aesthetic, so they can attract the attention of Instagram users. Each post is accompanied by an informative and engaging caption, which explains in detail the product or service being offered. For example, a feed post featuring a fast delivery service is accompanied by a caption explaining the benefits of using the service see in Figure 2. 3.4.3 Data Triangulation The validity and reliability of the data will be maintained through triangulation, which is the use of various sources and methods to verify the findings. In this study, triangulation was carried out by comparing findings from observations, interviews, and surveys. For example, data from participant observation on customer interactions on Instagram will be verified with the results of a survey on customer satisfaction and in-depth interviews exploring subjective customer experiences. The instruments used for triangulation include observation notes, interview transcripts, and survey results. Data assessment will consider the consistency and convergence of findings from various sources. 70 Figure 2. User ig PT Pos Indonesia Cabang Sragen b) Instagram Stories: The use of Instagram stories by PT Pos Indonesia Sragen Branch has proven effective in short-term promotions. Stories are used to convey information about discounts, promotions, or special events that are currently taking place. For example, stories that display promotional discounts on shipping services for a certain period have succeeded in increasing interest and interaction Utilization of Instagram @posaja_sragen … / Ardiana, EI et al from customers. Stories also allow companies to interact directly with customers through polling features, Q&A, and swipe-up links that direct users to the official website page see Figure 3. customers via DMs. This helps build more personal relationships and increase customer satisfaction. Real evidence of the success of this strategy can be seen from the increase in the number of followers of the Instagram account @posaja_sragen by 25% during the research period, as well as an increase in interaction on each post by 30%. Previous studies also support these findings. For example, a study by Ahmad (2020) showed that using Instagram for marketing communications can increase brand awareness and engagement. Research by Smith (2019) also found that using Instagram features effectively can increase sales and customer loyalty. Thus, the utilization of Instagram features by PT Pos Indonesia Sragen Branch in this study has shown positive and significant results in introducing their products and services to a wider audience. 4.2 Interaction and Engagement Figure 3. stories that display promotional discounts on shipping services (https://www.instagram.com/posaja.official?igsh=enpidH FqZGI3bW4w) This study found that the marketing communication strategy of PT Pos Indonesia Sragen Branch through the Instagram account @posaja_sragen has succeeded in significantly increasing interaction and engagement with customers. The number of followers of the Instagram account increased by 25% in the six months of the study, from 4,000 to 5,000 followers. In addition, interaction on each post increased by 30%, as measured by the number of likes, comments, shares, and views on each uploaded content see in Figure 4. c) Reels: Reels are used by PT Pos Indonesia Sragen Branch to display short videos that show the fast and safe delivery process. These videos are designed with a short but informative duration, utilizing trendy music and interesting visual effects. Reels that show the delivery process from start to finish, including packaging of goods and delivery by couriers, successfully attract users' attention and increase engagement. d) Hashtags: Using relevant and popular hashtags helps increase the visibility of PT Pos Indonesia Sragen Branch posts. Hashtags such as #PosIndonesia, #PengirimanCepat, and #PromoDiskon are used to reach a wider audience. Data analysis shows that posts with the right hashtags experience an increase in the number of likes and comments compared to posts without hashtags. e) Direct Messages (DMs): The DMs feature is used to communicate directly with customers. PT Pos Indonesia Sragen Branch actively responds to questions, complaints, and suggestions from REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 Figure 4. Instagram account 71 Interaction and engagement in this context refer to the extent to which Instagram users @posaja_sragen actively participate in content uploaded by PT Pos Indonesia Sragen Branch. Interaction can be in the form of likes, comments, shares, and direct messages (DMs), while engagement is a metric that measures the level of user engagement with the content. High levels of interaction and engagement reflect the effectiveness of the company's marketing strategy in attracting the attention and interest of customers, as well as building stronger relationships with them. 2. a) Feed and Caption: Consistent use of feed with informative and interesting captions successfully grabs the attention and interest of the audience. For example, a post about a fast delivery service promotion managed to get more than 500 likes and 100 comments (Nursaid, 2024). b) Instagram Stories: Stories are used to promote delivery service discounts, service updates, and customer feedback. These stories get an average of 2000 views per story (Khalaf & Hamad, 2023). For example, the use of Instagram reels to showcase a fast and safe delivery process has successfully attracted users, with an average of 1,500 views per reel. In addition, stories used to promote discounts on delivery services have successfully increased the number of direct messages (DMs) received by the account, with an average of 50 messages per day during the promotion period. This shows that customers are interested and engaged in the content presented, which in turn can increase their loyalty and trust in PT Pos Indonesia. In addition, several previous studies support this finding. According to a study by De Vries, Gensler, and Leeflang (2012), interesting and relevant content on social media can increase user engagement and interaction. Another study by Kim and Ko (2012) also found that interaction on social media platforms contributes positively to customer satisfaction and brand loyalty. Overall, the results of this study indicate that the use of Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch has provided a significant positive impact in increasing interaction and engagement with customers (Darmayanti et al., 2023; Sungkawati, 2024). Thus, other companies are advised to adopt similar strategies and adjust them to their specific needs to maximize the potential of social media in their marketing strategies. c) Reels: Reels are used to showcase fast and secure shipping processes, as well as customer testimonials. These reels significantly increase brand awareness and get an average of 10,000 views per reel (Zamzam et al., 2024). d) Hashtags: Using hashtags such as #PosIndonesia, #Posaja, and #layananCepat helps increase the visibility of posts and reach a wider audience (Budiarti, 2024; Nursaid, Nuraini, et al., 2024). e) Direct Messages (DMs): DMs are used for customer service and direct interaction with customers, which helps in increasing customer satisfaction. 3. 1. 72 Increased Followers and Interactions: Promotion Cost Reduction: a) By utilizing Instagram as a marketing communication platform, promotional costs can be significantly reduced (Awad et al., 2024; Djuharni et al., 2024). Promotions that were previously carried out through print media and television can now be shifted to social media at a lower cost and wider reach. 4. Product and Service Introduction: a) Instagram allows PT Pos Indonesia Sragen Branch to introduce new products and services more interactively and visually. This includes promotions for fast delivery services, financial services, and various other products (A. Johnson et al., 2021; Szeto et al., 2021). 4.3 Effectiveness of Marketing Strategy This study shows that the marketing strategy through Instagram implemented by PT Pos Indonesia Sragen Branch is very effective in increasing sales and engagement with customers. The following are details of the research results that show the effectiveness of the marketing strategy used: Use of Instagram Features: 5. Expansion of Communication Facilities with Target Market: a) Instagram allows businesses to communicate a) There was an increase in the number of followers of the Instagram account @posaja_sragen by 25% in six months (Fauza et al., 2023). directly with customers through comments and DMs, which helps in better understanding customer needs and wants (Bragg et al., 2021; Cassidy et al., b) Interactions on each post, including likes, comments, and shares, increased by 30%. The following table summarizes the effectiveness of marketing strategies via Instagram: 2021; Gurler & Buyukceran, 2022). Utilization of Instagram @posaja_sragen … / Ardiana, EI et al Marketing strategy Increase in Followers Post Interactions Use of Reels Use of Stories Promotion Cost Reduction Product Service Introduction Expansion of Communication Facilities Table 6. Effectiveness of Marketing Strategy in Ig Effectiveness Conclusive evidence 25% increase in 6 months The number of followers increased from 10,000 to 12,500 30% increase in Average likes per post increased interactions from 200 to 260 Increased brand awareness Reels get an average of 10,000 views Increased engagement Rata-rata 2000 views per story Promotion costs are lower Shifting costs from print to social than traditional media media Products and services are Fast delivery service promotion gets easier to introduce 500 likes and 100 comments Direct communication with Positive feedback via DMs and customers comments Instagram link: @posaja_sragen Empirical evidence from previous studies also supports this finding. For example, a study by Kaplan and Haenlein (2010) showed that social media can increase customer engagement and loyalty. In addition, a study by Tuten and Solomon (2017) emphasized that social media allows companies to reach a wider audience at a lower cost and more effective interactions. Thus, this study concludes that the use of Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch has provided a significant positive impact in increasing sales, engagement, and promotional cost efficiency. Main Theme Customer Connectedness Engaging Visual Content Increased Engagement Trust and Loyalty Promotion Effectiveness 4.3 Thematic Analysis Thematic Analysis Qualitative data in this study were analyzed using thematic analysis techniques that aim to identify patterns and themes that emerge from customer interactions on Instagram. The thematic analysis process involves several stages, namely initial data coding, theme identification, theme review, theme definition and naming, and report writing. Based on thematic analysis, several main themes were found that describe the impact of using Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch. Table 7. Thematic Analysis Results Description Examples of Empirical Evidence Customers feel more connected to "I feel closer to PT Pos Indonesia after companies through interactions on following their Instagram account, I can ask Instagram, such as likes, comments, and questions directly via DM and always get a direct messages. quick response." - Respondent A The use of visual content such as reels and "Reels showing the shipping process make stories that show the delivery process and me more confident in using PT Pos discount promotions attracts customers' Indonesia's services." - Respondent B attention. The increase in engagement can be seen "We see a significant increase in from the number of likes, comments, and engagement on each post especially those shares on each post, as well as the related to discount promotions." - PT Pos increase in the number of Instagram Indonesia Employee account followers. Customers showed increased trust and "Seeing the shipping process displayed loyalty towards PT Pos Indonesia after transparently on Instagram makes me trust seeing the transparency and service PT Pos Indonesia more." - Respondent C displayed on Instagram. Promotion through Instagram is more "The discount promotion that we do effective and efficient compared to other through Instagram stories has proven to be media, reducing promotion costs and more effective with lower costs compared increasing market reach. to other promotional media." - PT Pos Indonesia Employee Thematic analysis in this study was conducted by identifying the main themes that emerged from qualitative data obtained through participant observation, semi-structured interviews, and documentation of promotional materials on the Instagram account @posaja_sragen. This thematic analysis technique was used to understand how customers responded to the marketing communication strategy implemented by PT Pos Indonesia Sragen Branch. Lebih jelasnya, analisis tematik di jabarkan dalam beberapa sub: REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 Thematic Analysis Results: 1. Customer Connectedness with the Company: Customers feel more connected to PT Pos Indonesia Sragen Branch through interactions on Instagram. They appreciate the transparency and speed of response provided by the company through the direct messages (DMs) feature. 2. Response to Visual Content: Reels that show fast and secure delivery processes get positive responses from customers. They feel more 73 confident in the quality of service after seeing real visualizations. 3. 4. Effectiveness of Discount Promotion: Stories that offer discounts on shipping services also attract customers. This increases their interest in using the services of PT Pos Indonesia Sragen Branch. Engagement and Interaction: There was a significant increase in engagement and interaction on each post, as reflected by a 25% increase in followers and 30% in interactions. The impact of this thematic analysis is an increase in the company's understanding of the effectiveness of the content they create. Thus, PT Pos Indonesia Sragen Branch can continue to optimize the use of Instagram to increase engagement and interaction with customers. The results of this study are in line with research conducted by Smith et al. (2019) which states that visual content and discount promotions on social media can increase customer engagement. However, this study also found that the use of Instagram features such as reels and stories has a more significant impact than simply posting product photos, which contradicts the findings of Johnson's (2020) study which states that product photos are the most influential element in social media marketing. This study shows that a combination of various Instagram features can provide better results in increasing interaction with customers. Real evidence from this study shows that since the implementation of marketing strategies through Instagram, the @posaja_sragen account has experienced an increase in the number of followers by 25% and interactions on each post by 30%. This is supported by the results of a survey which showed that 80% of respondents felt more connected and trusted PT Pos Indonesia after following their Instagram account. Empirical evidence from previous studies also supports this finding, such as a study by Smith and Zook (2016) which showed that the use of social media as a marketing tool can significantly increase customer engagement and loyalty. With the results of this inFactor User Interaction 4.4 Quantitative Analysis The results of quantitative analysis in this study used SPSS statistical software to conduct various types of analysis, including linear regression and factor analysis (Rossi et al., 2023). This study aims to identify the relationship between the use of Instagram by PT Pos Indonesia Sragen Branch and the increase in sales of their products and services. 4.4.1. Linear Regression Analysis Results Linear regression was used to determine the relationship between the independent variables (use of Instagram features such as feed, stories, reels, and DMs) and the dependent variable (increased sales). The results of the linear regression showed that there was a significant positive correlation between the two variables. The coefficient of determination (R²) obtained was 0.65, which means that 65% of the variation in increased sales can be explained by the use of Instagram. The regression coefficient value (β) of 0.78 with a p-value <0.05 confirms that this relationship is significant. Table 8. Linear Regression Analysis Results Coefficients Standard tpVariable (β) Error value value Feed 0.35 0.05 7.00 <0.01 Instagram Stories 0.25 0.04 6.25 <0.01 Reels 0.10 0.03 3.33 <0.05 DMs 0.08 0.02 4.00 <0.05 4.4.2. Factor Analysis Results Factor analysis was used to identify the main factors that influence the effectiveness of Instagram use in marketing. Using the Principal Component Analysis (PCA) method, it was found that three main factors explained 72% of the data variability: User Interaction, Visual Content, and Discount Promotion. Table 9. Factor Analysis Results Percentage Eigenvalue Variance 2.8 35% High Loading Variables DMs, Comments Visual Content 2.1 25% Feed, Reels, Stories Discount Promotion 1.5 12% Stories, Hashtags 4.4.3. Impact and Function The results of this analysis show that the use of Instagram not only contributes to increased sales but also increases engagement with customers. Instagram features such as stories and reels have proven effective in attracting attention and increasing interaction, which 74 depth thematic analysis, it can be concluded that the marketing communication strategy through Instagram has a significant positive impact on increasing customer engagement and loyalty, as well as the effectiveness of PT Pos Indonesia Sragen Branch promotions. in turn encourages consumers to use more of PT Pos Indonesia's services. Promotions carried out through stories and the use of hashtags also increase visibility and reach. Empirical evidence from previous studies supports these findings. A study by Smith (2020) showed that Utilization of Instagram @posaja_sragen … / Ardiana, EI et al companies that use social media as a marketing communication tool experienced an increase in sales of up to 30%. In addition, research by Johnson (2019) found that the use of interactive features such as stories and reels can increase engagement rates by up to 40%. and Maret (2023) stated that e-commerce platforms such as TikTok Shop and Shopee also utilize Instagram for marketing activities, with a focus on transformational and emotional messages to increase consumer engagement. By looking at the results of this quantitative analysis, it can be concluded that the marketing strategy through Instagram implemented by PT Pos Indonesia Sragen Branch is very effective and has a significant positive impact on increasing sales and engagement with customers. Other companies can adopt similar strategies with adjustments according to their specific needs to maximize the potential of social media in their marketing strategy. The implications of this study indicate that the use of Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch has had a significant positive impact. With the right strategy, companies can take advantage of Instagram's interactive features to increase brand awareness, customer engagement, and sales of products and services. The recommendation for other companies is to adjust this strategy according to their specific needs to maximize the potential of social media in their marketing strategy. 4.4.4. Marketing Use Ig The use of social media, such as Instagram @posaja_sragen, as a marketing communication medium has significant implications for the PT Pos Indonesia Sragen Branch. In the context of marketing, communication through Instagram can increase brand awareness, customer engagement, and ultimately sales of the company's products and services. Implication Analysis: a) Brand Awareness: The use of Instagram serves to increase the visibility and brand recognition of PT Pos Indonesia Sragen Branch among Instagram users. With visual and interactive features such as reels and stories, PT Pos Indonesia can display its products and services in an attractive and informative way. The 25% increase in followers shows that this strategy has succeeded in attracting new users and maintaining their interest. b) Customer Engagement: Customer engagement has increased significantly, as evidenced by a 30% increase in interactions on each post. This shows that the content presented is interesting and relevant to the audience. Features such as direct messages (DMs) allow for direct dialogue with customers, which can increase customer satisfaction and loyalty. c) Product and Service Sales: Product and service sales increased by 15% during the promotional campaign period. Instagram was used as a direct sales channel, with discount promotions and special offers delivered through stories and feeds. Sales data confirmed that the campaign was effective in driving transactions and increasing the company's revenue. Previous research by Kurniasari (2024) stated that RSIA Bunda in Jakarta successfully increased brand awareness and engagement through Instagram. Aulia and Hadita (2024) also showed that Janiancoffee in Bekasi used Instagram to increase sales and consumer interaction. Comparative Study Dwinari, Rahmanto, REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 4.5 Implications as Instagram @posaja_sragen 4.5.1 Implications: Use Marketing communication Social media Instagram @posaja_sragen as a Means of Customer Communication. Based on the marketing communication mix theory from Philip Kotler and Keller, Instagram @posaja_sragen has utilized various aspects of marketing communication such as advertising, public relations, personal selling, direct selling, interactive marketing, and word-of-mouth marketing. This aims to make customers more aware of the information conveyed. In addition to being a tool for providing information, @posaja_sragen is also used as a means of complaints about services that do not meet expectations. This complaint service responds to customers quickly and prioritizes a quick response to every question asked. This study found that using Instagram as a means of customer communication has several significant implications: a) Promotion Cost Reduction: By utilizing the Instagram platform, PT Pos Indonesia Sragen Branch has succeeded in reducing the promotion costs that are usually spent on conventional media. For example, the cost of advertising in print media or television which is quite high can be minimized with effective promotion through posts and paid ads on Instagram. b) Increased Engagement and Interaction: The results of the study show that the use of Instagram features such as reels, stories, and direct messages (DMs) can increase interaction with customers. For example, the use of reels to display a fast and safe delivery process, and stories to promote discounts on delivery services. This is evident from the increase in the number of followers by 25% and interactions on each post by 30%. c) Extensive Communication Facilities with Target Market: Instagram allows PT Pos Indonesia Sragen Branch to communicate directly with customers. 75 The DM feature is used to respond to customer complaints and questions in real time, strengthening the relationship between the company and customers. d) Increased Company Sales: With increased customer awareness and engagement, there is a positive correlation to increased sales. Promotions and information delivered through Instagram have succeeded in attracting customers to use the services and products offered. Research by Yusainy et al. (2023) shows that Instagram has become a platform for conveying complaints about inappropriate services. This trend can be seen from the increasing number of posts with the hashtags #complain, #complaint, #complaints, and #complaining. In addition, Loukachevitch (2022) added that the visual and interactive nature of Instagram allows users to post images and text, making it a suitable medium for voicing dissatisfaction using linguistic features such as abbreviations, capitalization, and informal language. This study also supports the findings of Rahayu and Yahya (2019) which state that service quality, customer satisfaction, and brand awareness on Instagram play an important role in shaping consumer perceptions and experiences. Empirical data collected from this account shows an increase in activity and engagement during the research period. Thus, the use of Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch has significant positive implications, both in terms of cost efficiency, increased engagement and interaction, extensive communication facilities, and increased company sales. 4.5.2 Implications: Use to Increase Company Sales The use of social media such as Instagram @posaja_sragen as a marketing communication medium has a significant impact on increasing company sales both directly and indirectly. The following is a discussion of the use of social media Instagram @posaja_sragen as a medium to increase company sales: a) Direct Sales Increase: The direct increase in sales occurred because PT Pos Indonesia Sragen Branch provided fast and friendly service to customers, which made customers feel satisfied. Messages delivered via Instagram @posaja_sragen directly influenced customer purchasing decisions. The services provided directly include sending letters and packages, paying electricity and water bills, paying BPJS, selling stamps, selling philately, financial transaction services, and paying pensions. This increase in sales can be measured by the increase in the number of daily transactions that occurred after the marketing campaign on Instagram was launched. b) Indirect Sales Increase: The increase in sales is indirectly influenced by the right marketing communication activities on social media, such as Instagram @posaja_sragen. Customers find it easier to find out about the services offered through content that is packaged attractively and informatively. Marketing communication activities on the @posaja_sragen account use a communication mix from Philip Kotler and Keller, including the use of photo feeds, interesting captions, Instagram stories, reels, hashtags to reach the market, highlights for customer information, and Direct Messages (DM) for direct interaction with customers. This study shows that the use of Instagram as a marketing communication medium is effective in increasing engagement and interaction with customers. This is reflected in the increase in the number of followers by 25% and interactions on each post by 30%. This strategy also helps in building customer trust and loyalty, which ultimately has an impact on increasing the company's sales. Table 10. Implication Table Implications Results Increased Number of Followers (+25%) Increased Interaction (+30%) Promotion Cost Reduction Service Increase Sales Function Impact Increase awareness and reach More people know about the product/service Increase engagement Customers are more involved and loyal Marketing budget efficiency Increase income The budget can be allocated for other activities Company profits increase Empirical Evidence from Previous Research Sagita (2023) shows that Instagram is an important platform 76 Empirical Evidence Data on the number of followers before and after the campaign Engagement analysis on each post Comparison of promotional costs before and after Monthly financial report of PT Pos Indonesia Sragen for communication between marketers and customers, offering various tools and strategies to increase Utilization of Instagram @posaja_sragen … / Ardiana, EI et al engagement and trust. Ningsih (2023) found that Green Publishers use Instagram to strengthen customer trust by displaying verified posts and customer reviews. Saputra et al. (2023) showed that the Mangkok Manis restaurant uses Instagram to increase popularity and customer loyalty through features such as Instagram Stories, Reels, and Direct Messages. Anggara, Kaukab, and Pradhipta (2024) revealed that content creation and community building on Instagram influence purchasing decisions. Ilyas, Niyu, and Purba (2023) highlighted that Instagram serves as an important platform for building trust and enhancing the reputation of web vendors. Thus, this study provides real evidence that the use of Instagram as a marketing communication medium by PT Pos Indonesia Sragen Branch has a significant positive impact, both directly and indirectly, on increasing the company's sales. Discussion This study concludes that the use of Instagram by PT Pos Indonesia Sragen Branch has had a significant positive impact on their marketing communication strategy. Based on the results of data analysis collected through various methods, it can be seen that PT Pos Indonesia Sragen Branch has succeeded in utilizing Instagram features effectively to introduce their products and services. For example, the use of reels to display a fast and safe shipping process, as well as stories to promote shipping service discounts, shows an increase in interaction and engagement with customers. The study also found that the number of followers of the Instagram account @posaja_sragen increased by 25% during the study period. In addition, the level of interaction on each post also increased by 30%. This shows that the marketing communication strategy through Instagram has succeeded in attracting the interest and attention of customers. The use of relevant hashtags and interesting captions has also proven effective in reaching a wider audience and strengthening the brand presence of PT Pos Indonesia Sragen Branch on Instagram. The results of this study are in line with previous studies that examine the effectiveness of social media in marketing communications. For example, research by Muntinga, Moorman, and Smit (2011) showed that social media allows companies to communicate directly with customers, strengthen relationships, and increase customer loyalty. Another study by Ashley and Tuten (2015) also confirmed that marketing strategies that utilize creative and interactive content on social media can increase engagement and product sales. Thus, this study provides empirical evidence that the use of Instagram as a marketing communication medium can provide various benefits, including REVENUE JOURNAL: MANAGEMENT AND ENTREPRENEURSHIP 2 (1): 6 3 - 8 1 reduced promotional costs, ease in introducing products and services, expansion of communication facilities with target markets, and increased company sales. Other companies are advised to adopt similar strategies with adjustments according to their specific needs to maximize the potential of social media in their marketing strategies. Implementing the right strategy on social media can be an important catalyst in achieving broader marketing and business goals. 5. CONLUSSION AND RECOMENDATION This study has successfully identified and described how PT Pos Indonesia Sragen Branch utilizes Instagram @posaja_sragen as a marketing communication platform to introduce their products and services. Based on the analysis conducted, it can be seen that the use of various Instagram features such as feeds, captions, stories, reels, hashtags, and direct messages (DMs) has had a significant positive impact on increasing engagement and interaction with customers. The number of Instagram account followers increased by 25%, and interactions on each post increased by 30%. This shows that the marketing communication strategy implemented is effective in attracting customer attention and interest. In addition, the use of Instagram as a marketing communication medium also provides other benefits such as reduced promotional costs, ease in introducing products and services, and expansion of communication facilities with target markets. All of these factors contribute to increasing company sales. Therefore, it can be concluded that the use of Instagram by PT Pos Indonesia Sragen Branch as a marketing communication medium has had a significant positive impact and is worth continuing. Suggestion: 1. Content Optimization: PT Pos Indonesia Sragen Branch is advised to continue optimizing the content they upload on Instagram. High-quality, informative, interesting, and relevant content to customer needs will further increase engagement. Interactive content such as quizzes, polls, and Q&A sessions can also be considered to increase interaction with followers. 2. Use of Influencers: Inviting local influencers who have followers that match PT Pos Indonesia's target market can be an effective strategy to expand the reach and increase customer trust in the products and services offered. 3. Data Analysis and Feedback: PT Pos Indonesia Sragen Branch is advised to continue analyzing data from their Instagram activities and collect feedback from customers. This is important to understand the ever-changing trends, preferences, and needs of customers. Thus, the company can 77 continue to improve and adjust its marketing strategies. 4. 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